JONES ROAD, the beauty brand founded by renowned makeup artist Bobbi Brown, has officially opened its first store in Nashville, Tennessee, on January 12, 2026. This new location is part of the brand’s ongoing expansion strategy, marking its twelfth retail outlet in just five years.
Situated in the trendy 12 South neighborhood, the Nashville store spans 1,543 square feet and features an array of clean, high-quality makeup and skincare products. In addition to its standard offerings, customers can explore exclusive merchandise and limited-edition kits curated by Brown herself, tailored to various looks and seasonal trends.
To celebrate the grand opening, customers who spend $100 will receive a complimentary Lip and Cheek stick, available only in-store until January 19 or while supplies last. Operating hours are Monday to Saturday from 10 a.m. to 7 p.m., and Sunday from 11 a.m. to 6 p.m.
Innovative Beauty Experiences and Services
Beyond retail, JONES ROAD Nashville offers a unique experiential beauty boutique. The space includes six makeup stations for adults and teens, priced at $100 and $75 respectively. These stations are designed for special occasions such as proms, birthdays, and graduations.
Additionally, trained beauty artists provide lessons, helping locals enhance their makeup skills. Classes are available for $125 for adults and $85 for teens. For brides, JONES ROAD offers bridal makeup applications at $125, trial sessions at $85, and lessons for $150. The store also provides complimentary skin-matching services for all skin tones.
JONES ROAD aims to engage the local community through live events and allows customers to host private gatherings, including bachelorette parties and corporate events. All services can be booked online in advance.
Strategic Growth and Future Plans
Juliet Baker, the brand’s Vice President of Retail, expressed enthusiasm for the new Nashville location, citing the area’s vibrant atmosphere as a perfect fit for JONES ROAD. “Nashville’s fashion-forward boutiques and public artwork align perfectly with our brand’s ethos. We look forward to contributing to this vibrant retail community,” she stated.
The expansion into Nashville is part of a broader strategy. JONES ROAD has seen remarkable growth, doubling its physical store presence in 2024. The brand was also recognized in LinkedIn’s Top Startups list for the year. CEO Cody Plofker announced ambitious plans for 2026, stating, “We will be opening three times as many retail stores this year as we did last year.” This strategy emphasizes the importance of brick-and-mortar locations in allowing customers to experience products firsthand.
Launched on October 26, 2020, JONES ROAD has rapidly gained popularity, recently earning accolades from major publications such as Allure and Vogue. With the Nashville opening, the brand continues to execute its aggressive retail growth strategy, aiming to enhance its presence and deepen customer engagement throughout 2026.
