Bobbi Brown is in the Caribbean when I call her.

"I'm a happy girl," the renowned makeup artist says — and she perks up even more when I broach our topic of conversation, her two-year-old beauty brand Jones Road.

Some pertinent context: Brown sold her eponymous brand, Bobbi Brown Cosmetics, to Estée Lauder in 1995, a deal that came with a 25-year non-compete clause. After cutting ties with the beauty conglomerate and the Bobbi Brown brand in 2016, the beauty guru —known for revolutionizing the biz with her vision of pared-down makeup — realized she was itching to start a new imprint. And this time, she would run things her way.

Thus, Jones Road was born on the day Brown's non-compete clause died.

"When I launched this brand, I had no idea if anyone would like anything I made, or if they would judge me," Brown admits. "But I just did it because it was my passion project. I've been incredibly happy and surprised and grateful that people love it."

Beloved for its streamlined approach to beauty, Jones Road launched with six products: pencil eyeliner, shimmery powder and liquid eyeshadow, volumizing mascara, plumping lip gloss, and Miracle Balm, a multi-purpose lip-balm, blush, and highlighter.

Since then, Jones Road has expanded with complementary offerings including a brow pencil, concealer, and skincare. And now, it's welcoming a brand new product, What The Foundation (AKA WTF), to its lineup.

Formulated with jojoba oil, vitamin E, and sodium hyaluronate (a humectant that attracts moisture when applied to the skin), the innovation isn't quite a tinted moisturizer or a foundation — it's something totally unique that provides undetectable, lightweight yet buildable coverage.

"I wanted the most minimal, no makeup-makeup," Brown recalls. "It's the thinnest thing you could imagine — like SKIMS or Spanx," she adds, comparing the power of shapewear to Jones Road's formulation.

"It does what it's supposed to do, but you don't really see it under your clothes," she elaborates. "It's kind of the same thing with this foundation — do we call it a foundation? Do we call it a tined moisturizer? It's neither of those. So that's why we were like, 'What the Foundation.'

"Except I didn't say foundation. I said, 'What the something else.'"

After taking WTF for a whirl, I can confirm: it's unlike anything I've tried before. Super moisturizing, the formula is perfect for dry skin like mine (and Brown's, as she reveals during our call). On oilier complexions, WTF could certainly double-duty as moisturizer.

I hesitate to call a foundation "juicy," but WTF is pretty damn dewy.

It also plays well with other products — Jones Road's Miracle Balm and concealer pencil melt right into WTF's creamy texture.

Your Highsnobiety privacy settings have blocked this Tiktok.

Though Jones Road is known for its "no makeup-makeup," a trend driven by the pandemic, Brown is clear: the brand isn't a one-trick pony. "You can get a really strong smokey eye from Jones Road. You can also get a no-color lid with a bit sheen," she clarifies.

Whether you're embracing a minimal look or a full-blown lewk, WTF will make sure you get some awe-induced expletives thrown your way.

We Recommend
  • NOCTA & L'art de l'automobile Know How to Do Road
    • Style
  • Maserati's First Electric SUV Hits The Road In Puglia
    • Lifestyle
    • sponsored
  • New Balance's Latest Off-Road Shoe Is Cutting Edge
    • Sneakers
  • Take a Hike: 11 Boots For Going Off Road
    • Style
  • Fossil Presents: Damarr Brown Is Made For This
    • Style
    • sponsored
What To Read Next
  • Live From Indio: Coachella Weekend Two with YouTube & Highsnobiety
    • Culture
    • sponsored
  • Drake Resurrects Tupac Using AI On His New Kendrick Lamar Diss
    • Culture
  • Yes, the ASICS Chelsea Boot Is Real
    • Sneakers
  • Is Lana Del Rey “Back,” or Has Her Body Just Changed?
    • Beauty
  • With New Balance's Latest Killer Dad Shoe, History Repeats Itself
    • Sneakers
  • Finally, Crocs for Hikers
    • Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.