Meet WTF: Foundation, Reinvented

  • Written By:Bobbi
  • Photography:Ben Ritter & Jon Paterson
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Since the very beginning of my career as a makeup artist I’ve believed that foundation should look like skin. It’s not there to create a mask to hide your natural skin, it should be even, healthy, and a bit dewy. It should make you look like you, but better.

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Jones Road What The Foundation

I always struggled to find the right formula and have often resorted to mixing my own on set using different shades and textures. I’ve never been a fan of traditional foundation products, which is why our newest launch from Jones Road is anything but traditional.

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What The Foundation or WTF is tinted moisture balm meets foundation. It provides buildable, natural, light-medium coverage that won’t dry you out that leaves skin fresh, healthy, and radiant. I worked hard to create 12 shades that work across skin types and tones. It's the ultimate product for the no-makeup makeup lover.

Here’s how to find your perfect shade:

The easiest way to find your WTF shade is to start with your Face Pencil shade. (Or you can take our quiz!) Unlike some other foundations, your shade is not based on your skin’s undertones, but on skin tone. Like Face Pencils, you might need to mix two shades to get your perfect color match.

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Here’s how to wear it:

WTF can be applied with your fingers, a brush (like The Everything Brush or The Skin Brush), or a sponge. You can use our signature Spatula for easy scooping out of the jar. The Spatula can also be used with Miracle Balm or your go-to moisturizer.

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If you have oily skin, you can skip the moisturizer before you apply WTF, it provides ample hydration on its own thanks to skin-loving ingredients like jojoba oil and sodium hyaluronate. For dry skin, you can apply Light Moisture Cream as needed.

If you’re looking to cover undereye darkness or blemishes, use a Face Pencil for additional coverage after you apply your foundation. WTF works well with Miracle Balm, too. Use Miracle Balm as a highlighter or for a touch of color on top of WTF. If your skin is super parched, Miracle Balm can be applied before WTF.

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