Jones Road cosmetics
Case Study

Jones Road: Taking a High-Profile US Beauty Brand to UK Consumers

ILG is helping Jones Road Beauty meet growing demand for its iconic beauty products in the UK, both online and in-store. ILG took over the UK e-commerce fulfilment operation from the incumbent US provider in October 2022. From the start, Jones Road were impressed with ILG’s pick accuracy, meticulous warehouse management, and the clean, sustainable fulfilment environment of its facility near Gatwick.

“ILG are excellent operators and highly responsive to our needs, across both e-commerce and retail channels. From the first moment of onboarding, they have shown an exceptional ability to deliver for us. The whole experience has been so professional and well executed. I can’t tell you how happy I am with them!”
Steve Levine, COO Jones Road Beauty

The Story

The Jones Road Journey

Jones Road Beauty was created in 2021 by US celebrity make-up artist, author and entrepreneur Bobbi Brown. Since its launch, sales growth has been dramatic, with orders tripling in the first year and doubling in the second. But, while Jones Road quickly became an e-commerce success story in its home market, growth in the UK was more modest at first.

Despite demand driven by Bobbi’s fame and social following, UK orders fulfilled from the US were prone to slower delivery and higher shipping costs. Jones Road needed a UK-based beauty fulfilment specialist with the right mix of e-commerce and retail fulfilment expertise. And a flexible partner with the bandwidth to quickly upscale in step with its anticipated rise in UK sales.

The Results

Rapid Growth in ‘Clicks and Bricks’ Orders

ILG’s UK location, highly trained staff and nimble technology provided a streamlined and much-improved purchase experience for UK online shoppers. And as UK e-commerce sales climbed, ILG took on an omnichannel fulfilment role by managing and supplying retail orders to Liberty London, Jones Road’s exclusive UK retail partner.

Omnichannel Fulfilment for the UK & Beyond

Jones Road is set to continue its strong year-on-year sales performance by opening more of its own-brand stores across the USA, and growing its share of the country’s valuable beauty e-commerce marketplace. Meanwhile, the company has its sights beyond the US, to target fresh audiences of beauty shoppers across international markets. UK sales are already topping expectations and EU consumers are demanding easier access to Jones Road must-have beauty products. With e-commerce fulfilment and retail fulfilment services perfectly suited to the needs of customers in the US, UK and EU, ILG is ideally equipped to support Jones Road’s growth across multiple geographies into the future.

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