Jones Road’s Package Design Showcases Innovation in Beauty

When users pop the magnetic cap off a Jones Road Your Skin Foundation Sticks, they are treated to a sensorial experience that goes beyond makeup inside. The sleek packaging of the twist-up makeup stick features heavy, high-end metal and a trendy magnet closure that officials say reflects the efficacy of the formula: smooth and easy to maneuver.

Dubbed a “skin-first” buildable coverage foundation, the waterless formula is formulated with coconut-derived esters, squalane, shea butter, ceramide NP, hyaluronic acid and vitamins C and E. Jones Road Founder Bobbi Brown created Your Skin Foundation to help skin look and feel like the user’s best skin.

“At Jones Road, we believe the packaging should reflect the experience of using the product,” Katie Neglia, director of packaging, Jones Road Beauty, told Happi. “With the Blushing Stick, Eyeshadow Stick and Foundation Stick, we really wanted the packaging to elevate what’s inside. These are incredible formulas, and we felt they deserved components that felt equally considered. The magnetic closure and smooth profile make the experience feel effortless, which mirrors exactly how the products perform on skin. Everything about the packaging is meant to get out of the way and let the product speak.”

What’s more, the products are housed in protective outer cartons made from 100% recyclable Forest Stewardship Council-certified post-consumer fiber.

Leaning Into the Utilitarian Feel

The brand’s Body Scrub, included in Jones Road’s new body care line launched in January, relies on natural bamboo powder in lieu of plastic microbeads. Neglia says the Body Scrub’s aluminum tube is designed to preserve the product’s integrity.

“When we developed the body collection, we wanted the packaging to feel a little different from what you’d typically see in the beauty space—less precious, more utilitarian,” Neglia said. “The matte aluminum tube was perfect for that. I really love the intersection of quiet luxury and utilitarian cool, and the body line is probably the clearest expression of that. It has this understated, gender-neutral quality that we all loved. Something you’d want on your shelf regardless of who you are.”

Another innovative package design was developed for Jones Road’s newly released Bright Skin Illuminating Drops. Created for use on the face and body, the drops are housed in a glass bottle and dropper format. The formulas is enriched with vitamin C, aloe and glycerin, which penetrate skin to create a pearlescent radiance, says the brand.

“We love a clean, minimal silhouette, and the clear glass lets the shades shine (literally),” said Neglia. “There’s something about seeing the actual product through the packaging that feels honest and confident, which is very Jones Road.”

With Jones Road, Brown is focused on product formulas and packaging that work in tandem and showcase the brand’s ethos.

“Everything we do in packaging comes back to a few core principles: it should feel intentional, it should be beautiful without being fussy, and it should make sense for the product inside,” said Neglia. “Bobbi has described the aesthetic as ‘Celine meets Supreme’ and that’s genuinely my gut check when I’m evaluating any component. Does it feel elevated but not precious? Useful but not boring? We’re not chasing trends; we’re looking for components that feel timeless and that our customers will actually want to use every day. That consistency across very different product formats is something we’re really proud of.”