Bobbi Brown enters baby formula market with Bobbie partnership

Bobbi Brown is using one of the most trust-sensitive corners of consumer goods to extend her brand. In a CBS Saturday Morning segment posted May 9, she discussed a new venture tied to baby formula, even as Jones Road Beauty and Bobbie unveiled the Sleepless Nights Kit, a Mother’s Day collaboration aimed at new mothers.

The move matters because Brown has built her second act on credibility. She founded her first cosmetics line in 1991, sold her original company to Estée Lauder in 1995, stayed with the brand until 2016, and launched Jones Road Beauty in 2020 as an independent label centered on accessibility and authenticity. That history gives her a branding playbook, but baby formula is a far more fragile category than makeup. Parents do not buy formula on image alone. They buy it when they believe the product is safe, available and backed by serious manufacturing standards.

Bobbie, the company behind the partnership, has spent years trying to build that case. Founded in 2018, it launched its first formula in 2021 as the first direct-to-consumer, subscription-based infant formula in the United States. The company manufactures in Heath, Ohio, and has positioned itself as a challenger to legacy brands in a market still shaped by the 2022 nationwide infant formula shortage. That crisis, tied to FDA-mandated and voluntary recalls and the closure of an Abbott Nutrition plant, turned infant formula into a national consumer-safety and supply-chain issue and left many parents wary of how quickly shelves can empty.

That backdrop explains why Bobbie has leaned so heavily on reassurance. In March 2026, the company said Consumer Reports named all four of its formulas Top Choices in safety testing, with Bobbie emphasizing low or non-detectable levels of heavy metals and contaminants. A month later, Bobbie expanded to Target nationwide, saying the retailer now carried all four of its premium formulas, including its 100% Organic Whole Milk Infant Formula. Wider distribution is a retail milestone, but in this category it is also a signal that a brand is trying to move from niche trust to mass-market credibility.

The Jones Road-Bobbie collaboration reflects that strategy. The Sleepless Nights Kit links two mom-founded companies at a moment when parents remain highly alert to formula safety, supply and transparency. Brown is not just lending fame to a product tie-up. She is attaching her name to a category where reputation is built slowly, through testing, distribution and proof that the brand can be counted on when parents need it most.