Among the videos of teens dancing to god-knows-what, feta pasta and pop lyric challenges, is perhaps a more useful type of TikTok video that’s going just as viral. The woman behind them is Bobbi Brown, make-up artist and founder of Jones Road Beauty, whose videos discussing over-50s make-up and hacks on how to deal with hooded eyelids are making waves in a space that some would assume was only for Gen-Z.
Reply to @lorihammer Here are my beauty tips for women over 50. #jonesroadbeauty #cleanmakeup #miracebalm
“TikTok may have started as a Gen-Z platform, but its demographic has definitely expanded,” she tells Vogue. “There is a strong and very vocal 50+ audience on TikTok and that community has been very supportive of me. For over 30 years, my message has consistently been about being authentic and yourself, and the TikTok audience seems to be craving that message. We all need to hear more positive messaging around self-care and self-love right now, and it’s definitely struck a chord on my TikTok.”
Right she is. Some of Brown’s videos have been viewed over 2.3 million times, which isn’t surprising given they are nothing if not life affirming—championing inner confidence and happiness over covering up one’s skin with make-up. They span from easy (and quick) hacks on how to look sunkissed in January to what confidence really is—they’re straightforward, with no frills, and are positive and highly entertaining to watch.
Reply to @anyu73 PepsiApplePieChallenge. We should call it the Iver 50+Set. Tomorrow, we’re launching something special. Perfect for that January pick me up. Stay tuned. #jonesroadbeauty #cleanbeautytok #fashionindustry
“My ethos has always been about learning to love yourself and using make-up to enhance your natural features,” she says, explaining the key theme that threads through all of her videos. “What I’m saying on TikTok is what I’ve been preaching my whole career—there is a lot of negative content on social media that’s about covering up your flaws and always looking perfect, whatever the cost. That’s just not my philosophy.” Instead, she focuses on the positive and celebrates the differences in people’s faces.
Use makeup to bring out your beauty, not change or cover up. Let’s bring out that inner beauty. #beautyrevolution #beauty101 #beautyschool #jonesroadbeauty #beautytok
Instead of showing her audience how to contour or “de-emphasise your features”, something that has become a huge trend on social media in the past decade, she uses TikTok to demonstrate how to use make-up to take the attention away from what’s bothering her viewers, and to focus on the positive. “People want content that feels authentic—I don’t over-produce my content, I don’t write a script—I just turn on the camera and be myself.”So what are her tips on great make-up for those 50 and over? Brown shares three here:
“I don’t think people realise that often when you don’t look or feel your best, it’s just because you’re tired. When I feel like that, I first make sure that I stay hydrated and eat well throughout the day. Drink water. Eat some healthy fats and use a super hydrating moisturiser on your face, neck and hands.”
“Next, try and get rid of any redness on your face by using the Jones Road Face Pencils to even out the skin. Be sure to concentrate around your nose, mouth and cheeks where there is often some hyperpigmentation. Under the eyes, use a lighter shade than the one used on your face to hep lift any dark circles.”
“I swear by the Jones Road Miracle Balm. First, use your fingers to dig into the balm and break the seal on top so all the emollients mix into the formula. Then put some on your fingers, rub them together and pat the Miracle Balm onto your cheeks to add luminosity. I guarantee you’ll look instantly better, Plus, if you have extra Miracle Balm on your fingers, dab some on your eyelids and lips for a little extra moisturising glow.”