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”
What The Foundation
Tinted Moisture Balm
What The…Foundation? WTF is a tinted moisture balm meets traditional foundation. Blends seamlessly into the skin—leaving you with an even, fresh complexion that looks like your skin on its best day. WTF includes skin-nourishing ingredients like Jojoba Oil and Sodium Hyaluronate; works flawlessly with the Face Pencil; and offers buildable, light-medium coverage. Choose from one of 12 shades, created to blend across all skin tones. WTF is a first of its kind innovation in the clean beauty space.
*Due to the unique formula, some shifting may occur in transit.