JONES ROAD, the fast-growing beauty brand founded by makeup artist and entrepreneur Bobbi Brown, has opened its first store in Nashville. The latest retail store debuted in Tennessee on January 12, 2026. Shoppers can explore JONES ROAD’s clean, high-grade makeup, limited-edition kits, and a range of in-store beauty services.
JONES ROAD Expands Presence with New Location
The latest Tennessee location marks JONES ROAD’s 12th retail concept in the past five years. The Bobbi Brown-founded brand previously operated stores in Brooklyn, Dallas, New Jersey, Manhattan, Austin, East Hampton, Boston, Chicago, and Palm Beach.
Located in the 12 South neighborhood, JONES ROAD Nashville spans 1,543 square feet. Its official opening on January 12 followed a soft opening during the holiday season.
The JONES ROAD store currently offers a collection of clean and high-grade formulations, including makeup, skincare, and tools. Customers can also find Nashville-exclusive merchandise and limited-edition kits. The kits have been curated by Bobbi herself based on varied looks and seasons.
In celebration of the official opening, customers at JONES ROAD Nashville spending $100 are set to receive a free Lip and Cheek stick in-store only. The offer runs through January 19th, till supplies last.
Operating Hours
The local community in Nashville can visit the latest JONES ROAD location from Monday through Saturday from 10 a.m. to 7 p.m. On Sundays, the Tennessee store is open from 11 a.m. to 6 p.m.
Extensive Offerings and Services
The offerings of JONES ROAD Nashville go beyond just retail; visitors can seek services from an experiential beauty boutique at the location.
The boutique features six makeup stations for adults ($100) and teens ($75), ideal for special occasions such as birthdays, proms, graduations, and meetings.
Trained JONES ROAD Beauty artists offer lessons to help Nashville locals refine their skills. Classes cost $125 for adults and $85 for teens.
For wedding day, the charges for bridal make-up applications, trials, and lessons are $125, $85, and $150, respectively.
JONES ROAD Nashville offers free skin-matching services for all skin tones and types.
Apart from these, fans can get close to the JONES ROAD brand through hosted live events at the Tennessee location. Nashville locals can also use the venue to host private events for bachelorette and wedding parties, birthdays, company gatherings and fundraisers.
Each of these services at JONES ROAD Nashville are available for advanced online booking.
Strategic Location
Juliet Baker, the brand’s Vice President of Retail, cited several reasons for the launching their new outlet in the 12 South neighborhood.
“Between its fashion-forward boutiques, walkability and public artwork, Nashville’s vibe is perfectly aligned with Jones Road. We’re excited to join this unique neighborhood, and we look forward to welcoming guests to the store while contributing to this vibrant retail community,” Baker stated.
Current Growth and Future Expansion
The evolution of JONES ROAD in retail expansion can be attributed to its rising online traffic and community engagement along with the brand’s exponential growth.
The Bobbi Brown-founded company doubled its brick-and-mortar presence in 2024. JONES ROAD was even listed among LinkedIn’s Top Startups list in the country. The makeup brand aims to expand physically with further locations to be announced this year.
“We will be opening three times as many retail stores in 2026 as we did last year,” elaborated JONES ROAD CEO Cody Plofker. “For Jones Road, brick and mortar locations allow guests to try the product before they buy it, strengthening our base of the best possible brand ambassadors: our customers.”
Bobbi Brown launched JONES ROAD on October 26, 2020, after leaving her namesake brand in 2016. Five months later, Business Insider named it one of the fastest-growing brands of the year. In addition, JONES ROAD has earned recognition from Allure, Essence, Vogue, In Style, W, and other media outlets.
The latest Nashville opening carries forward JONES ROAD’s aggressive retail growth strategy as the makeup brand targets to deepen its physical footprint and customer engagement in 2026.
