Tinted moisture balm meets traditional foundation - WTF

Have A Good Skin Day, Everyday

You’re only 7 questions away from finding your new favorite foundation

5,124 Reviews

FIND YOUR ‘WHAT THE FOUNDATION’ SHADE

“A lightweight wonder that delivers gorgeous skin in seconds.”

It’s like your skin, but better

WHAT THE FOUNDATION

(35 g / 1.14 oz )

5,124 Reviews

Tinted Moisture Balm - A first of its kind innovation in the clean beauty space.

Take our 7-question What The Foundation Quiz designed to find your perfect shade match.

Product Details

The silky, smooth texture blends seamlessly into the skin—leaving you with an even, fresh complexion that looks like your skin on its best day.

Offers buildable, light-medium coverage. Get matched with one of 12 shades, created to blend across all skin tones. WTF is a first of its kind innovation in the clean beauty space.

Proudly clean and cruelty-free.

How To Use

Ingredients

A note from Bobbi

“Makeup shouldn’t be used to cover up. It should make you feel comfortable in your skin and enhance who you are.”

Contains Zero

Petrolatum

Parabens

Sulfates

Phthalates

BPA

Gluten

Formaldehyde

Triclosan

Thoughtfully designed, high-grade formulations

For all skin types and tones

Hides redness, dark spots & discoloration

Lightweight- not cakey, flaky or dry

Jojoba Oil and Sodium Hyaluronate for hydration

Use WTF for the

no-makeup makeup look

“does NOT CREASE AT ALL!!”

“With the amount you need for each use, this jar may last until I’m 60.”

“I put this on at 1, and my skin was still tacky at 7.”

“Literally melts into your face.”

Meet The 65-Year-Old

TikTok Sensation

CEO & Founder, Bobbi Brown

All of my endeavors start from my attempt to bridge the gap between What Is and What Could Be.

Jones Road was born from a search for something that didn't yet exist. Because it didn't exist, I had to create it. My mission was to create easy, cool, multi-purpose products that could be used to nail any look- for all ages, skin types, and skin tones.

I'm excited and honored to share the results with you.

Join 5,000+ others who love What The Foundation

Quite surprised with the exact color match
“I have never worn foundation in my 58 years! I decided to try WTF on a whim. It is very lightweight and provides just the right amount of coverage.”
Gina J.
Verified Buyer
100% lives up to the hype
Color matched perfectly, the consistency is smooth and breathable. It improves the look of my skin! Love love love!!
Mary M.
Verified Buyer
The color I got matched with was perfect
“The What the Foundation is wonderful, moisturizing product! This is now my go-to foundation.10/10 recommend!!!”
Jennifer N.
Verified Buyer
Goes on smooth, blends easily
“Does not cake on my skin. The color match is great! I’ve tried a lot of foundations and this is by far my favorite!”
Nancy M.
Verified Buyer
Looks like natural skin
“It feels like no other foundation I’ve ever tried. Like nourishment for my skin with a healthy glow. I love it!
Julie H.
Verified Buyer
It’s just like my skin, but better
“WTF delivers everything it states. It’s perfect alone and doesn’t crack. It’s rich texture lasts all day.”
Marianne M.
Verified Buyer