This £35 foundation balm is the most divisive beauty launch of the year
16.05.2022 - 16:03
/ ok.co.uk
Once in a while a beauty product will come along that makes huge waves on social media. Last year it was the “miracle” Peter Roth Thomas eye bag-busting cream. Before that it was the turn of Dior’s Lip Glow Oils, which became an obsession among the Gen-Z generation.
Now, it’s Jones Road’s new What The Foundation Tinted Moisture Balm – a balm-meets-foundation formula promising buildable, blurring and skin-perfecting coverage. If you haven’t heard of Jones Road before, it’s the brainchild of makeup artist Bobbi Brown, who started the brand after parting ways with her namesake company. Jones Road launched less than a year ago, but it’s making headlines now thanks to one very divisive foundation.
The What the Foundation balm has found itself at the centre of a TikTok debate. Some users claim it’s the best foundation they’ve tried, while others say the formula, at best, did nothing for them. So how can one product get such split reviews, you wonder? Split is actually an apt word.
Some TikTokers were put off the formula before they even applied it, largely because the formula contains “skin loving” oils and is therefore prone to splitting (or separating). However, it can be fixed by mixing the product with the provided spatula before application. While plenty of reviews from influencers are positive, with many throwing around words like “blurring”, “brightening” and “glowy” in their feedback, the controversy seems to have been fuelled by TikTok mega-influencer Meredith Duxbury’s video review of the foundation, shared with her 15 millions followers.
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