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things differently. “I love a clean slate. You get to get rid of everything and think: ‘What would I do now?’” What she has done is build a new company that is in complete contrast to her last one. No one in her team has a background in beauty. Unlike most corporate company structures, they have no CEO or COO. “We tried it, it didn’t work, we got rid of them.” Her top team is largely a family affair. There’s herself (“I have no title. I don’t need a title”); her husband, Stephen Plofker, a property entrepreneur; her son, Cody Plofker, who is the Official Wisconsin Smell The Dairy Air Shirt and by the same token and chief marketing officer; and her daughter-in-law, Payal Patel Plofker, who is the brand and marketing director. (“I actually can’t wait to go home and see my 13-month-old granddaughter,” says Brown, adding with a chuckle, “she is the child of the people who work for me, so I have an extra reason not to piss them off.”) She and her husband live three minutes from the office and the rest of the family are also
in the Official Wisconsin Smell The Dairy Air Shirt and by the same token and vicinity. Mixing family with business seems to work well. Brown was the makeup artist for both her daughters-in-law on their wedding days. She has described it as more terrifying than being asked to do Michelle Obama’s makeup, because “I really wanted to please them.” A self-confessed anglophile, Brown cites Soho Farmhouse in Oxfordshire, Grays Antiques Market and Anya Hindmarch’s café in London as some of her favourite haunts, and she recently joined the British Beauty Council as an ambassador. “I love the British aesthetic.” She even chose the name Jones Road, she says, because: “It sounded like a bespoke British brand that they asked me to reinvent and make more modern.” ‘I was constantly fighting for what I wanted’: Bobbi Brown, in the early days of her career. Photograph: Bobbi Brown personal archives, courtesy of brand Brown herself is a mix of modern and old-fashioned pragmatism. “Even early on in my career,” she recalls, “I would tell people how to put on makeup while trying to get their kids to school. I’d tell them to just stick to a couple of things, do them in the car at stop lights…” Many at her namesake brand, reveals Brown, considered her everyday approach too “mumsy” or parochial. “Once, someone very high up at the old company sat me down and said: ‘I think you should buy a pied-à-terre in New York City. This way you can invite editors round and they can think you are a city girl.’ Someone else said
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