Mom-Founded Infant Formula Company Bobbie and Jones Road Beauty Team Up to Launch the 'Sleepless Nights Kit' for New Moms Just in Time for Mother’s Day

“You Look Tired. Because You Are.” A self-aware campaign that can’t promise a full night’s sleep but offers a much-needed confidence boost for new parents.

The partnership unites two mom-founded companies on a shared mission: to deliver a much-needed confidence boost to new Moms.

NEW YORK--(BUSINESS WIRE)--Today, infant formula brand Bobbie and Jones Road Beauty announced the launch of the Sleepless Nights Kit, a first-of-its-kind collaboration now available online and in Jones Road Beauty stores. This partnership marks Jones Road Beauty’s first-ever collaboration with a baby brand, bringing together a duo of mom-founded companies with a shared mission: to provide new mothers with a much-needed confidence boost during a season of life that can feel exhausting. While the kit can’t promise a full eight-hour stretch of uninterrupted sleep, the goal is to empower new moms to feel good in their own skin, and feel good about how they’re nourishing their baby – no matter their feeding journey.

While one brand sits in the pantry and the other in the makeup bag, Bobbie and Jones Road Beauty share the same DNA as mom-founded brands: built by women who understand the beautiful, exhausting reality of raising a business and a family simultaneously. Both Bobbi Brown, Founder of Jones Road Beauty, and Laura Modi, Bobbie’s CEO and Co-Founder, set out to build companies rooted in helping women feel confident in their choices—whether feeding their babies or caring for themselves.

“My three sons are now grown, but I’ll never forget the exhaustion and exhilaration of being a new Mom while I was also launching a new business,” said Bobbi Brown, founder of Jones Road Beauty. “At that time, I needed a makeup routine that was fast, fool-proof, and that gave me a quick confidence boost. That’s what my makeup philosophy was built on, and now, as a Grandmother of two, it hasn’t changed. We created the Sleepless Nights Kit to make any Mom feel better, from the inside out.”

“My ‘why’ for starting Bobbie has always been rooted in helping parents feel confident in their choices – this collab is a natural extension of that mission. As a mom of four myself, I know all too well that early parenthood is a season of putting yourself last,” said Laura Modi, CEO and Co-Founder of Bobbie and mom of four. “But this partnership is a beautiful reminder that sometimes, all it takes is five minutes to bring you back to yourself. We nourish our babies all day long, and we must remember to nourish ourselves too.”

The creative launch campaign centers on an eye-roll inducing phrase new moms hear all too often: “You Look Tired.” And because the kit was developed by a team of new moms who have been there, we know the reality is we ARE tired. In fact, in 2024, the U.S. Surgeon General declared parenting a public health concern due to the high levels of stress and mental health struggles American parents and caregivers face. In 2025, Bobbie surveyed new parents and found that 86% of mothers reported feeling frequent or constant negative emotions postpartum and 63% of mothers experienced extreme or moderate stress over feeding choices in their baby’s first year.

Created by moms, for moms, the campaign is rooted in the acknowledgement that no matter how last night went (whether it was peak newborn every two hour wakeups, or a toddler that decided to climb into bed with you at 3am), it’s all part of the process, the season of selflessness, and the reality of becoming a parent. But there is beauty in rising the next day, tired AF, and sallying forth. This collaboration is about finding a moment to do one damn thing for you. And feel a little boost of confidence along the way.

Inside the Sleepless Nights Kit: Price: $64 (total retail value is $80)

Tailored specifically for new moms who have precisely zero time to get ready but want to feel a bit more like themselves, the kit is designed for a quick, effortless routine. The limited-edition bundle features:

• Two BRAND NEW Jones Road Products: Brightening Rich Eye Cream: a tinted under-eye balm to counter darkness and a Lip Restore Overnight Mask, providing an intense moisture surge for your lips.
• The JRB Hero Classic: Jones Road Beauty Mini Miracle Balm, a tried-and-true hero product that adds glow anywhere you apply it.
• On-the-Go Essential: A small, custom compact mirror to toss in your diaper bag.
• Try Bobbie: A $25 Bobbie voucher* to help nourish your baby, however you choose to feed. Can be used on any Bobbie formula, our hot-to-go bottle for breastmilk or formula or Bobbie’s supplements, Organic Probiotic Drops or Organic Vitamin D.

Bobbie was built to empower women to feed their own way and feel confident in that choice. Jones Road was built to empower women to feel confident in their own skin. Together, they exist to make things easier, more human, and more relatable.

At its core, Bobbie believes in supporting every feeding journey: without judgment, pressure, or one-size-fits-all expectations. Whether breastfeeding, formula feeding, combo feeding, or still figuring it out, every parent deserves to feel confident, informed, and supported in the choices that work best for them and their baby. The Sleepless Nights Kit will be available for purchase starting April 28 at www.jonesroadbeauty.com/products/sleepless-nights-kit and at Jones Road Beauty retail locations.

*New customers and existing subscribers can use the voucher for: subscription orders, merch, bottles, or supplements (including Vitamin D and Probiotics).

About Bobbie: Bobbie is the only European-style infant formula manufactured end-to-end in the United States. Founded in 2018 by moms, for parents, Bobbie is on a mission to create a culture of confidence in infant feeding – and has been doing so since launching in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, Bobbie is the best-selling organic formula at Whole Foods Market and the only Organic infant formula on Costco shelves.

Bobbie offers a complete suite of four clinically crafted organic and grass-fed infant formulas, manufactured right here in America, making it the first and only mom-founded infant formula brand in the world to own its manufacturing end-to-end on American soil. Every formula is developed with leading pediatricians, nutrition scientists, and clinical experts to reflect the latest evidence-based infant nutrition science, and every batch undergoes 2,000+ quality and safety checks.

Purposefully sourced with simple, high-quality, organic ingredients and held to rigorous European nutritional standards, Bobbie has been independently recognized by Consumer Reports as a "Top Choice" infant formula across two consecutive rounds of heavy metal and contaminant testing (2025 and 2026)–with all four formulas rating non-detect or low for lead, arsenic, BPA, acrylamide, cadmium, and mercury.

For modern families who want the best organic infant formula without compromise, Bobbie delivers safety, transparency, and nutrition in every can–crafted right here in America, for American families.

For more information, visit hibobbie.com.

About Jones Road Beauty: JONES ROAD is a collection of edited and indispensable clean beauty products for all ages, skin types, and skin tones. Created by the legendary makeup artist and entrepreneur Bobbi Brown, the brand launched on October 26, 2020, at the height of the pandemic, and marked Brown’s return to the beauty industry after leaving her billion-dollar namesake brand in 2016. Five months after launch, Business Insider named Jones Road one of the fastest growing brands of the year, and in less than four years, the award-winning brand has collected accolades from media outlets such as Allure, Vogue, W, In Style and Essence. Jones Road Beauty is sold on jonesroadbeauty.com and at its 12 freestanding stores in the U.S. located in Montclair, NJ; Greenwich Village, NYC; East Hampton, NY; Palm Beach, FL; Chicago, IL; Williamsburg, Brooklyn; Cobble Hill, Brooklyn, the Upper East Side, NYC; Austin, TX; Dallas, TX; Chestnut Hill, MA and Nashville, TN.