By Cheri Fox
Last week, Santa Monica welcomed a new beauty destination as Jones Road, the clean beauty brand founded by legendary makeup artist Bobbi Brown, officially opened its first California store. Located at 1406 Montana Avenue in the lively Wilshire-Montana neighborhood, the 1,470-square-foot boutique marks a major step in the brand’s West Coast expansion.
A Festive Launch with Flavor and Fun
The opening media night was a vibrant celebration, featuring vegan Thai food, alongside cocktails and mocktails, creating a lively atmosphere. The store’s modern, minimalistic design — with warm wood accents and elegant chandeliers—offered a stylish backdrop for guests to explore the full lineup of products, including the new Bright Skin Illuminating Drops.
Attendees enjoyed color shade matching demos, product sampling and received curated gift bags filled with Jones Road favorites mascara and popular MIRACLE BALM, sunscreen and branded hats and newly released Bright Skin Illuminating Drops.
Jones Road is a unique Beauty Experience. More than just a retail space, the Santa Monica store is an experiential boutique. Visitors can enjoy personalized skin consultations, makeup applications, and beauty lessons with trained artists. The store also hosts bridal services, private events, and live activations, making it a true community hub for beauty lovers.
Bobbi Brown shared her excitement about the location: “This Santa Monica spot is perfect — it’s got that effortless Cali-chic vibe, surrounded by the coolest shops and wellness spots. We’re thrilled to bring Jones Road’s clean, high-quality formulations to this vibrant community.”
Jones Road has future plans this opening is just the beginning. Jones Road plans to open at least eight more stores by the end of 2026, including spots in Palo Alto, Newport Beach, and San Diego. The goal is to offer more opportunities for customers to experience the brand firsthand, in addition to its growing online community.
Cody Plofker, CEO, noted, “By the end of 2026, we’ll double our store count from last year, with four new locations in California. This store in Santa Monica is a key step in welcoming more beauty fans to the Jones Road community.”
A Bright Future for Beauty in Santa Monica.
The successful launch highlights the excitement and momentum behind Jones Road’s California debut. With its sleek design, engaging offerings, and Bobbi Brown’s signature approach to effortless beauty, the Santa Monica store is set to become a favorite local destination. The brand’s California chapter is just getting started, and fans can look forward to even more in-store experiences and growth ahead.
JONES ROAD Santa Monica Store opened at;
1406 Montana Avenue
Santa Monica, CA
