Why Jones Road’s New Gel Tint Doesn’t Have a Name

That process led the team to blend the best elements of the brand’s best-selling Gel Bronzer ($36) and Shimmer Face Oil ($36). Brown described the result as something special—the kind of product you reach for without thinking. The challenge was naming it. In her post, Brown explained that the team was at a standstill. “Between our makeup artists, copywriter, product team and marketing team, we could not agree on a name,” she wrote.

Rather than settle on something that didn’t feel right, Brown leaned into one of the brand’s core values: honesty. “Well, sometimes the perfect name takes a little longer to nail. Instead of settling, we kept it honest. For now, it is called: ‘Working Name: Gel Tint.’ Because that is exactly what it is,” she said.

In another post, Brown also broke down what makes the product distinct, sharing that it’s a sheer formula that delivers a soft wash of color with light-reflective properties. Unlike Miracle Balm ($38)—which stays dewy—it’s formulated to dry down, leaving behind sheer color and subtle luminosity.

The hybrid-gel tint is exclusive to Jones Road’s new kits, which come in two colorways: Dusty Rose ($80) and Sunkissed ($80). Each kit includes Just a Sec Eyeshadow ($28) and The Lippie Stick ($24) in a matching shade to complement the gel tint. According to Brown, it’s “monochromatic at its best.”

The kits retail for $80 and are available on the brand’s website and at select retail locations.