What The Foundation Your Skin On Its Best Day

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Product Description

What The Foundation is our take on a foundation, offering light-medium, buildable coverage. Its ultra-nourishing formula blends seamlessly into the skin, leaving you with an even, fresh complexion that looks like your skin on its best day. WTF works flawlessly with The Face Pencil for added coverage in areas with extra redness, blemishes or discoloration.

*Non-comedogenic. Due to the unique formula, some shifting may occur in transit.

(35.0 g / 1.14 oz)

Shade Descriptions

Alabaster is pale with pink undertones
Porcelain is pale with neutral undertones
Fair is fair with pink undertones
Ivory is fair with neutral undertones
Light is light with yellow undertones
Beige is light to medium with neutral undertones
Medium is medium with yellow undertones
Medium Honey is medium to tan with neutral undertones
Honey is medium to tan with yellow undertones
Golden is tan with golden undertones
Pecan is dark with neutral undertones
Almond is dark with yellow undertones
Cinnamon is dark with red undertones
Chestnut is dark to deep with red undertones
Deep is deep with red undertones
Espresso is very deep with neutral undertones

Still haven’t found the perfect shade for you?

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How to Use

Use your index finger or the spatula to lift a pea sized amount of WTF. Apply the product directly to your face, avoiding the eyes, using either your fingers, the Skin Brush, or a dry sponge. Layer as needed. Follow up with The Face Pencil or The Neutralizer Pencil for added coverage to dark spots, redness or blemishes along the face as well as concealing under eye darkness. Pro Tip: Since WTF offers rich nourishment, try skipping your usual moisturizer before applying it.

Bobbi's Tip:

Some people may need two shades of WTF; one for summer months, one for winter months, or a mix of both for the times in between.

Ingredients

Hyaluronic Acid

Hyaluronic Acid draws hydration into skin to visibly plump and replenish.

Niacinamide

Niacinamide minimizes the look of pores, smooths skin texture, and refines uneven tone.

Plant-Based Squalane

Plant-Based Squalane seals in moisture and boosts elasticity without clogging pores.

Non-Nano Zinc Oxide

Non-Nano Zinc Oxide safely shields skin from UV rays, blue light, and pollution.

Pair With

The Skin Brush

The Mascara

FAQS

How does WTF differ from Just Enough Tinted Moisturizer?

Compared to Just Enough, What The Foundation offers richer moisture, slightly more coverage, and a naturally glowing finish — both are effective at covering redness and evening out the complexion on all skin types. We recommend having both in your makeup bag and switching out based on your desired look, the season, or whatever your skin is craving that day.

How does WTF differ from traditional foundation?

Traditional foundations tend to feel heavy, cakey, or uncomfortable. Instead, WTF offers an ultra-nourishing formula that gives your skin a natural, fresh, and glowing look. It's silky, smooth, and won't dry down or accentuate lines. It's like your skin on its best day, every day.

How do I find the shade that's best for me?

We took Bobbi's expertise and distilled it into our What The Foundation Quiz, making it simple to find your perfect shade.

How much coverage can I get with WTF?

WTF has light-medium buildable coverage. That means you can start by scooping out a small amount with The Spatula to subtly even out your complexion. Then, you can apply a bit more or go in with The Face Pencil to achieve fuller coverage. It gives you the versatility to use it as your base in any kind of look.

Will this clog my pores?

No, WTF is non-comedogenic and features clean, skin-friendly ingredients.

Reviews

4.48 Based on 44203 Reviews

Non-Comedogenic

Proven to not clog pores

Clinically proven

to provide all day hydration

Up to 24 Hours

of skin moisturization

What The Foundation Your Skin On Its Best Day