What The Foundation — the tinted moisture balm meets foundation that women are saying is unlike anything they've tried. Over 36,000 5-star reviews and counting.
Don't you wish every day was a flawless skin day? Now it can be with What The Foundation. Easily covers redness, dark spots, and discoloration without even looking like you're wearing foundation.
"SO SILKY!" — Lauri G., Verified Buyer "So silky, soft, light and smooth. I never feel like I'm wearing foundation. It blends like magic! I've tried MANY foundations. Will never use anything else again. A beautiful and dewey young look for this 58 year old."
Forget everything you know about foundation. What The Foundation is tinted moisture balm meets foundation. Made with skin-nourishing ingredients like Jojoba Oil to make your skin look like your skin, but better.
"MUST HAVE!" — Kylene A., Verified Buyer "Love this foundation — will definitely continue to reorder. It has a light to medium coverage that perfectly blurs any imperfections, but still looks natural and feels moisturizing to wear."
Bobbi Brown has done it again. This is decades of helping women look more beautiful in a jar. Brown has taken years of industry experience and excellence and bottled it in this jar of goodness that will make you say "What The…Foundation?"
"BEST FOUNDATION FOR MATURE SKIN!" — Kat W., Verified Buyer "This is the only foundation I have found that feels and looks dewy on my 60 year old skin. All others look cakey and emphasize all my lines and pores. I love this product!"
WTF is made with a proprietary blend of Jojoba Oil and Sodium Hyaluronate that feels light on your skin and provides a beautiful glow you've never gotten from the likes of foundation. You don't even need a moisturizer, unless you have very dry skin.
"MOISTURIZING, NATURAL FINISH!" — Betsy H., Verified Buyer "Love this product. Coverage is very natural, and the moisturizing formula feels great on my skin."
One of the hard parts of buying foundation online is finding your shade, but we've made it easy for you. Take our complexion shade matching quiz, designed by Bobbi to help you choose your perfect shade.
"AMAZING!" — Anneka A., Verified Buyer "A little truly goes a long way with this one. Love how it blends well, keeps face moisturized and adds a very natural glow."
What The Foundation is our take on a foundation, offering light-medium, buildable coverage. Its ultra-nourishing formula blends seamlessly into the skin, leaving you with an even, fresh complexion that looks like your skin on its best day. WTF works flawlessly with The Face Pencil for added coverage in areas with extra redness, blemishes or discoloration.
*Non-comedogenic. Due to the unique formula, some shifting may occur in transit.
(35.0 g / 1.14 oz)
Alabaster is pale with neutral pink undertones
Porcelain is pale with neutral undertones
Fair is fair with cool undertones
Ivory is fair with warm undertones
Light is light with warm undertones
Beige is light to medium with neutral undertones
Medium is medium with neutral warm undertones
Medium Honey is medium to tan with neutral warm undertones
Use your index finger or the spatula to lift a pea sized amount of WTF. Apply the product directly to your face, avoiding the eyes, using either your fingers, the Skin Brush, or a dry sponge. Layer as needed. Follow up with The Face Pencil or The Neutralizer Pencil for added coverage to dark spots, redness or blemishes along the face as well as concealing under eye darkness. Pro Tip: Since WTF offers rich nourishment, try skipping your usual moisturizer before applying it.
Bobbi's Tip:
Some people may need two shades of WTF; one for summer months, one for winter months, or a mix of both for the times in between.
Sodium Hyaluronate
Sodium Hyaluronate: Known as the super moisturizer that helps to retain moisture, improve elasticity and firmness of dry skin, minimizes appearance of fine lines and wrinkles, and hydrates for a supple look.
“I designed What The Foundation for women who want their skin to look like their skin — just better. Not cakey. Not dry. Just real, healthy-looking coverage.”
Bobbi Brown — Founder/Makeup Artist, Jones Road Beauty
Frequently Asked Questions
What is the coverage like?
What The Foundation is light to medium, buildable coverage. It evens skin tone, covers redness and dark spots, and blurs imperfections — while still letting your skin look like skin.
Is it good for mature skin?
Yes — the moisturizing formula sits beautifully on mature skin without settling into fine lines or pores. It's one of our most-loved foundations among customers 50+.
Is it good for dry skin?
Yes. The formula is built around Jojoba Oil and Sodium Hyaluronate, so it nourishes as it covers. Most customers skip moisturizer underneath.
How do I find my shade?
Take our complexion shade matching quiz, designed by Bobbi to help you choose your perfect shade.
Is it clean and cruelty-free?
Yes. Every Jones Road product is made without over 2,200 potentially harmful ingredients and is Leaping Bunny certified cruelty-free.
Reviews
4.46Based on 53302 Reviews
Non-Comedogenic
Proven to not clog pores
Clinically Shown
to provide all day hydration
Up to 24 Hours
of skin moisturization
Ready To Say WTF?
Find your shade and try the foundation that's redefining what foundation can be.
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What The Foundation
