If I had to pick a desert island make-up product, it would have to be an eyeliner. Whether it’s a soft, brown hue for day-to-day or a bold black shade come evening, a winged look is my signature. So, when I heard Bobbi Brown had reinvented her cult Noughties-era formula for her brand Jones Road, I was excited to say the least.
Launched in 2004, Bobbi Brown’s long-wear gel eyeliner became an instant bestseller for the make-up brand. Famous for its long-lasting wear, smudge-proof finish and versatility, it even has the royal seal of approval as Kate Middleton plumped for the product on her wedding day.
The groundbreaking gel-based formula combines the precision of a pencil brush with the pigment of a liquid formula, inspiring myriad brands to adopt the same approach (see Chanel, Mac and Elf). A new version of the world-first product has been hotly anticipated since Bobbi Brown left her eponymous brand and founded Jones Road Beauty in 2020.
The updated gel eyeliner was debuted in a limited-edition gift set to celebrate four years of Jones Road in 2024, but now it’s getting its solo release. Costing £24, it’s available in four colourways. The jet black is designed for a classic cat eye, while the brown will help create a more understated look. Contrasting your eyeliner to enhance your natural eye colour is an easy make-up trick, and in the Jones Road line-up, there’s a dark, silky violet and a rich, deep navy to play with.
The formula is packaged in a small tub designed with Jones Roads’ minimalist ethos (the brand’s products are the kind you want on display), while the pencil brush applicator is sold separately (£22, Jonesroadbeauty.com). Plus, both products are cheaper than Bobbi Brown’s original formula (big tick).
How we tested

I got my hands on all four colours of the Jones Road gel eyeliner ahead of its launch. Testing each shade over a series of days, I assessed the eyeliner’s longevity, ease of application and pigment, as well as how it differs to the OG Bobbi Brown eyeliner. Here’s my verdict on the Jones Road gel eyeliner range (spoiler, I loved it).