StoreDeal.ai store
Shop
  • Deals
  • Deal checker
  • Black Friday
  • Buying guides
  • Brands
  • Stores
Travel
  • Flight deals
  • Hotel deals
Company
  • Research
  • Press
  • Use in AI assistants
  • Contact
  • deal.ai apps
Black Friday 2026
  • Walmart
  • Best Buy
  • Target
  • TVs
  • Laptops
  • Headphones
  • Apple
  • Gaming
  • Vacuums
  • Kitchen
  • Toys
  • Smartwatches
  • Tablets
  • Furniture
  • Mattresses
© Deal.ai Inc.·2222 Ponce de Leon Blvd, Miami, FL 33134·support@deal.ai
TermsPrivacy
Deal.ai
W
What The Foundation

What The Foundation

4.5(54,935 ratings)

Best price now

$46.00at Jones RoadChecked Nov 9

Prices are checked against each store and labelled with when.

Visit Jones Road

Ask our agent about this product

It checks today's price at every store, compares the alternatives and answers in about a minute.

Enter to send, Shift+Enter for a new line

Price facts

  • Last seen at $46.00 at Jones Road on Nov 9.

Our take on the What The Foundation

What The Foundation is a light-to-medium, buildable liquid foundation built around an ultra-nourishing formula that blends into skin for an even, fresh look. It is aimed at people who want a natural, skin-like finish rather than full matte coverage, and it pairs with The Face Pencil for extra coverage on redness, blemishes or discoloration. The formula is non-comedogenic. Against fuller-coverage foundations it trades opacity for a lighter feel, and its very large review base rates it well overall.

Best forShoppers who want a natural, skin-like finishLight-to-medium coverage with room to buildDry or normal skin that likes a nourishing formulaQuick everyday base paired with a concealer pencil
Pros
  • Buildable light-to-medium coverage
  • Nourishing, comfortable formula
  • Blends seamlessly for a fresh look
  • Non-comedogenic
  • Pairs with The Face Pencil for spot coverage
Cons
  • Not full coverage for strong discoloration on its own
  • Some shifting can occur in transit
  • Natural finish may not satisfy matte-preferring shoppers

What The Foundation prices at every store

  • Jones RoadNew

    In stockReturn policy

    $46.00Checked Nov 9
    Visit Jones Road

What reviewers say

  • 4.5 / 554,935 ratings

With tens of thousands of ratings averaging well above four stars, buyers generally report an even, natural-looking complexion and a comfortable wear. Praise centers on the skin-like finish and easy blending; the main complaints are about coverage being lighter than expected and some separation or shifting.

What people mention
  • CoverageMixedMany like the light, buildable coverage, while others want more opacity for redness and blemishes.
  • FinishPraisedBuyers describe an even, fresh, skin-like look rather than a heavy makeup finish.
  • BlendabilityPraisedReviewers say it blends seamlessly into the skin.
  • WearMixedSome report shifting or separation, especially over a long day.
  • Formula feelPraisedThe nourishing formula is described as comfortable on the skin.

About the What The Foundation

What The Foundation, also called WTF, is a foundation with light-medium, buildable coverage. Its ultra-nourishing formula blends into the skin and leaves an even, fresh-looking complexion.

It can be used with The Face Pencil for added coverage on areas with extra redness, blemishes or discoloration.

Type
Foundation
Coverage
Light-medium, buildable
Formula
Ultra-nourishing, non-comedogenic
Pairs with
The Face Pencil

Questions and answers

Is this full coverage?
No. It gives light-to-medium, buildable coverage. For extra coverage on redness or blemishes, pair it with The Face Pencil.
Will it clog pores?
The formula is non-comedogenic, so it is formulated not to clog pores.
Why does the product sometimes look shifted on arrival?
The formula is unique and some shifting may occur in transit. That is noted by the brand itself.
What finish does it give?
An even, fresh complexion that looks like skin on its best day, not a matte or heavy finish.
Can I build it up without it looking cakey?
Yes, coverage is buildable. Start light and add layers where you need more.
Where is the What The Foundation cheapest?
At Jones Road, for $46.00, as of our latest check.
What do buyers say about the What The Foundation?
Rated 4.5 out of 5 from 54,935 ratings.

More liquid foundations

  • C
    Chanel Sublimage L'Essence De Teint BR22
    Chanel Sublimage L'Essence De Teint BR22
  • D
    Dior Prestige Foundation
    Dior Prestige Foundation
  • P
    Prada Reveal Skin Optimizing Foundation LN5
    Prada Reveal Skin Optimizing Foundation LN5
  • Y
    YSL Couture Liquid Foundation Cushion Compact, SPF23·PA++ 14g
    YSL Couture Liquid Foundation Cushion Compact, SPF23·PA++ 14g
  • C
    Chanel Ultrawear All-Day Comfort Flawless Finish Foundation BR92
    Chanel Ultrawear All-Day Comfort Flawless Finish Foundation BR92
  • G
    Gucci Cushion Foundation Holiday Limited Edition 23
Gucci Cushion Foundation Holiday Limited Edition 23
  • P
    Pat McGrath Labs Skin Fetish Sublime Perfection Light Medium
    Pat McGrath Labs Skin Fetish Sublime Perfection Light Medium
  • P
    Pat McGrath Labs Skin Fetish Sublime Perfection Deep 32
    Pat McGrath Labs Skin Fetish Sublime Perfection Deep 32