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Jones Road, the newest brainchild from makeup artist icon, Bobbi Brown, is about to grace the UK with one of its most popular (and at times controversial) launches to date. When Jones Road's What The Foundation launched in the US, users rushed to the internet (TikTok included, obviously) to share their truest and most honest opinions on Bobbi's latest concoction.
The idea behind the foundation was to create a soft base, offering slightly enhanced skin for those that prefer more of a no-makeup makeup look. Of course, the full-coverage fans had something to say about it – hence that viral TikTok from Meredith Duxbury, which saw the makeup influencer apply a whole handful to her face. But, always an educator, Bobbi candidly responded in the most wholesome and sarcastic way.
What The Foundation otherwise known as WTF falls somewhere between a tinted moisture balm and a traditional foundation. It's designed to blend seamlessly into the skin, creating an even canvas and adding glow.
There are 12 flexible shades from very fair to very deep which cover a wide range of undertones. Plus, it’s packed with skin-boosting ingredients like jojoba oil and vitamin E in a lightweight formula, providing a veil of hydration.
Controversial or not, we wanted to make our own minds up before encouraging you to spend your hard-earned pounds on it, so here are five GLAMOUR staffers with five different complexions to give their truest and most honest thoughts…
The product:
Jones Road What The Foundation, £42, Jones Road Beauty
The verdict:
Shei Mamona, GLAMOUR’s Beauty Writer
Shade: Chestnut
I’ve been very anti-foundation the last few months. Since the summer was so hot and I’m not lacking a deep-deep tan, I haven’t found the need to wear one, nor have I wanted to pile on makeup for it to melt off my face. The truth is though, that makeup looks way more slick and seamless when the base is flawless, so I’m happy to adopt it back into my routine.
I don’t like high coverage because I like my skin looking like skin. I want a dewy finish, especially in the winter months, and this foundation gave me just that. Granted when you first look at the pot, the oil separates which is scary, and you do look very shiny at first, but that’s nothing a pressed powder over your T zone can’t fix. A little goes a long way, and I like to use a brush as I found it easier to blend. The shade match was spot on and I’m a little bit obsessed.
The clock app might have just got this one wrong… This product is fire and I think I’ve found my new go-to winter foundation.
Rating: 9/10
Luca Wetherby-Matthews, GLAMOUR’s Social Media Manager
Shade: Medium Honey
This isn't the type of foundation I'd usually opt for. Normally, I reach for higher-coverage formulas with a little more mattifying power. But I don't live under a rock, and I've seen the colossal hype the What The Foundation balm garnered on TikTok this year before landing in the UK.
What I love the most about this product is that it feels like skincare. The smell and consistency are reminiscent of a luxe moisturiser, and the glow it gives you after applying matches that. With ingredients like sodium hyaluronate, I love the idea that my skin is benefiting from the foundation as I'm wearing it. I initially tried applying it with a brush but found that it left a few streaks as it's so sheer, so opted for my fingers and *loved* the result. I felt glowy and radiant, and the product was so lightweight on my skin. I did have to go in with some concealer to cover my dark spots and blemishes – but that's what I was expecting.
Rating: 9/10
Elle Turner, GLAMOUR’s Beauty Editor
Shade: Beige
I love how Bobbi always puts her own twist on things, and this foundation is unlike any other I've tried. The balmy consistency is super nourishing and dewy on the skin and means the coverage just melts in for a really natural, healthy finish. Being a balm texture, it's rich and cocooning on the skin, but still manages not to feel too heavy (especially since you only need a small amount).
The coverage is light to buildable, which is perfect if you want more of a no makeup makeup look, and you can always go over any areas that need some more coverage with concealer. I'd say this is better geared toward those with drier skin types as it's quite sheeny, but for a luxe, fresh finish, this is gorgeous.
Rating: 8.5/10
Chrissie Moncrieffe, GLAMOUR’s Creative Producer
Shade: Pecan
The Jones Road foundation is surprisingly good. Opening the tub had me a little scared due to me having extremely oily skin. I thought by the end of the day; I'd be ready to fry several eggs on my face however it stayed put throughout the day. It's a super easy application; I prefer using a brush as with hands feels a bit messy due to how slippy the product is.
It's a light coverage, almost feeling like a tinted moisturiser, so I'd prefer to use it on the days where I want to do the no makeup, makeup look or just a more minimal day. It’s like good skin in a bottle. The colour match was near perfect and it sat really nicely on my skin without feeling as greasy as it looks – which is huge for an oily skin gal like me. A little also goes a really long way with this one so I loved that aspect too. With it being quite wet I thought it might be difficult to build other products on top but it was fine.
Rating: 7/10
Sally Hunter, PA to GLAMOUR’s European Director and Office Manager
Shade: Fair
One word, obsessed. This (quite literally) ‘WTF’ formula has redefined for me how a foundation should look, feel and smell on my skin; Bobbi Brown, you’re a genius.
At a first glance, I was sceptical. I was convinced by the look of this potted, clay-like foundation that it was going to be heavy wearing, however, on application, it was anything but that. Silky-smooth and super moisturising it created the perfect base for that ‘clean girl’, your-skin-but-better look.
As much as I love the overall look and feel of this foundation, for me, it's the smell that makes this product such a game-changer. It's the ultimate blend of mixing wellness, spa-like aromas into your daily makeup routine. It acts as a small gesture of self-love to start your day. My only criticism is durability. To keep this gorgeous makeup look in place all day, you’ll definitely need a good setting powder or setting spray. Other than this, I can't wait to try more of the Jonas Road range.
Rating: 9/10
For more from Glamour UK Beauty Writer Shei Mamona, follow her on Instagram @sheimamona
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