When Bobbi Brown first started her eponymous beauty brand, she kicked it off by selling lipsticks out of her home. Now, a few decades and several businesses later, she’s taking another whack at the category.

“The lipsticks were beautiful, and were everything I wanted in a lipstick. They were creamier, denser, and it was the ’90s. It was modern,” Brown said of her first foray. “But that’s not for right now.”

Enter Jones Road’s 2025 take, which debuts Thursday in 12 shades, priced at $30 each, on the brand’s website and in its stores. Brown, in the throes of promoting her new book and launching a brand campaign, said it took her time to come back to the category. As she put it, “I’m a person that makes lipstick that hates lipstick. Now, I actually like this one.

“I was so not into tradi

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