We may earn a commission if you buy something from any affiliate links on our site.
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, makeup artist and founder of Jones Road Beauty, whose videos discussing over-50s makeup are making waves in a space that some would assume was only for Gen-Z.
TikTok content
This content can also be viewed on the site it originates from.
“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 rather than covering up one’s skin with makeup. They span from easy (and quick) hacks on how to look sunkissed in January to what confidence really is; they’re straightforward, positive, and highly entertaining to watch.
“My ethos has always been about learning to love yourself and using makeup 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 of showing her audience how to contour or “de-emphasize your features,” something that has become a huge trend on social media in the past decade, she uses TikTok 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 makeup for those 50 and over? Brown shares three here:
Nourish yourself
“I don’t think people realize 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 moisturizer on your face, neck and hands.”
Eliminate redness
“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.”
Glow up
“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 moisturizing glow.”
