Meet The Last Foundation You'll Ever Need

Try What The Foundation

Why What The Foundation?

Not Your Traditional Foundation

WTF Is foundation reinvented. It's is your skin on its best day, every day.

Not Heavy Or Cakey

Most foundations are heavy and cakey. WTF is light, moisturizing, and forgiving.

Created By Bobbi Brown

The queen has done it again. WTF is a makeup masterpiece.

Three Reasons You’re Going To Love WTF


It's Foundation, Reinvented

We threw 'traditional' out the window. WTF redefines how a foundation should feel. Made with skin-nourishing ingredients like Jojoba Oil, WTF merges skincare & makeup into one product.


It Will Make You Say "What The F...?!"

We promise, you've never felt foundation feel this good. Packed with Jojoba Oil and Sodium Hyaluronate, WTF is as much a moisturizer as it is a coverage product.


A Little Goes A Long Way

This is coverage without being heavy. Once you apply WTF, you'll be surprised by how little you need, how light it feels, and how naturally it covers up.


Founded by makeup artist Bobbi Brown

“It’s how you make your skin look better without looking like you’re wearing makeup”