We hate to admit it, but we love it when there’s a bit of drama in the beauty world. Take, for example, when Jones Road first launched its What The Foundation Tinted Moisture Balm in the US in 2022 – and it immediately caused a furore on TikTok.
It all started when content creator Meredith Duxbury posted a video onto the social media platform, applying the product and sharing her not-so-complimentary thoughts. The TikToker spread on two very large spoonfuls of the foundation (much more than the brand recommends), before proceeding to dismiss it after seeing it split on her skin. Cue plenty of comments from fans saying she hadn’t tested it fairly – and Jones Road founder Bobbi Brown even clapped back with her own video, light-heartedly mocking this application.
Since then we were quick to try it out ourselves when it subsequently launched in the UK, priced at £42. Containing jojoba oil and vitamin E and available in 12 flexible shades, it promises a lightweight 'your skin but better' finish.
Here’s what OK! beauty editor Laura Mulley thinks of it…
Jones Road What The Foundation honest review
“Admittedly this does look a little scary at a first glance – a pot of thick, paste-like putty. WTF indeed! But clearly looks can be deceiving, as it in fact spreads out into a very sheer, very dewy veil on the skin – almost balm-like, in fact.
It gives a really soft, springy, hydrated feel, so would be ideal for dry skin types who don’t want heavy coverage. (If, however, your skin is more on the oily side, you might find this a bit too slippy for your liking. Instead, check out our round-up of the best foundations for oily skin.)
“I usually always use a sponge to apply my foundation, but I found that it actually gave the best, most even finish when rubbed in with fingers. And yes, you do only need to use a tiny amount! The initial tacky feeling settles down after a short time – I’d leave it a while before applying powders over the top, though, to avoid them sticking in patches – and my skin felt really comfortable throughout the day.
“If you need more coverage or prefer a matte or velvety finish, this won’t be for you, but it has quickly become my ‘weekend’ face base for a minimum effort, no make-up-make-up effect.”
Three more foundations for dry skin:
Rimmel Kind & Free Moisturising Skin Tint, £9.49 here
With a vegan formula made with 77% natural ingredients, this semi-sheer formula promises a healthy-looking “no makeup” look.
Dior Forever Skin Glow Foundation, £48 here
This formula has been recently updated to include stacks more skin-friendly ingredients, plus a longer-lasting finish. The base is now 86% skincare, which means it boosts hydration and improves the complexion. Comes in 42 glow-enhancing shades.
Charlotte Tilbury Beautiful Skin Foundation, £39 here
This hydrating base contains coconut extract and hyaluronic acid, and testers agreed it improved their skin the more they used it. It promises 16-hour wear and comes in 30 shades.