Several swatches of What The Foundation from Jones Road Beauty showing the different shades available. Several swatches of What The Foundation from Jones Road Beauty showing the different shades available.

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.

Jones Road Beauty Founder, Bobbi Brown, sitting on a blue couch

Created By Bobbi Brown

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

Three Reasons You’re Going To Love WTF

1.

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.

2.

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.

3.

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.

Try WTF
Jones Road Beauty Founder, Bobbi Brown, sitting on a blue couch

Founded by makeup artist Bobbi Brown

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