A few years back, the Jones Road What the Foundation caused quite a stir on TikTok when makeup artist Meredith Duxbury went overboard with the product and gave it a negative review. This led to brand founder Bobbi Brown responding with her own video, playfully mocking Duxbury’s “application technique.” Despite the drama and initial confusion surrounding its usage, the foundation, labeled as a “tinted moisture balm” by the brand, has garnered thousands of positive reviews. Here are my honest thoughts.
The Advantages and Disadvantages of This Foundation
The standout feature of Jones Road What the Foundation‘s formula is its moisturizing properties, thanks to the inclusion of jojoba oil and sodium hyaluronate. The latter attracts moisture to the skin and has a smaller molecular size compared to hyaluronic acid, resulting in a more potent hydrating effect. With my combination skin leaning towards dryness, this foundation proved to be an ideal choice. However, individuals with oily skin might want to proceed with caution as the formula contains a significant amount of oil.
Initially, WTF appeared pudding-like in the jar but felt incredibly moisturizing on my skin upon application, almost akin to a moisturizer. The coverage is very light, almost undetectable, making it perfect for those who prefer a natural, minimal makeup look. While I appreciate light coverage, this foundation falls short in concealing redness, dark spots, or blemishes. It’s not meant to function as a concealer or provide full coverage, unlike other products I’ve tried that offer more tone-evening effects. Therefore, if you eschew using concealer, opt for a product with greater coverage. If you lean towards full-glam makeup and prefer medium to full-coverage foundations, this may not be the right fit for you. Think of it more as a hydrating tinted moisturizer.
The scent of the product is a bit of a question mark for me. I’m not particularly fond of it, and it seems like many other reviewers share the sentiment. However, once I blend it in and it sets, the scent dissipates. While the formula lacks synthetic fragrance, it does contain geranium oil and ginger root oil, which I suspect contribute to the scent.
The Range of Shades
The foundation is available in 16 versatile shades, ranging from Alabaster (lightest) to Espresso (darkest). The brand assures that these shades are suitable for all skin tones. As someone with fair skin, the shade Beige matched me the best. Brown suggests that some individuals may require two shades—one for the summer and another for the winter, or a combination of both for in-between seasons.
Key Components:
Jojoba seed oil and sodium hyaluronate
What Sets This Foundation Apart:
Free from parabens, phthalates, sulfates, petrolatum, PEGs, cyclic silicones, EDTA, BPA, and other ingredients that align with the brand’s “clean” standards
How to Apply It:
There’s some contention here, but the golden rule is to avoid applying a large amount at once. Begin with a small quantity on a spatula—ideally included with the product rather than sold separately—and add more as needed.
I experimented with three application methods: a dense foundation brush, a dry makeup sponge, and my fingers. The brush absorbed a significant amount of product, resulting in minimal transfer to my skin. I discovered that the most effective approach was applying WTF directly from the spatula onto my skin, then blending it in with a dry sponge or my fingers. I employed a stamping motion to evenly press it into my skin.
Price and Purchase Information:
$44, available at jonesroadbeauty.com
following sentence in a more concise manner:
“The company is currently experiencing a decrease in profits due to a decrease in sales.”
“The company’s profits are declining due to lower sales.”