This £35 foundation balm is proving to be the most divisive beauty launch of the year 👀 *affiliates
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.
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 . However, it can be fixed by mixing the product with the provided spatula before application. If you’re keen to give it a go for yourself, unfortunately you will have to wait a while. Despite the product going viral worldwide on social media, it’s not set for an official launch in the UK until September this year. But when it does, it’s likely to be priced around £35 and it comes in 12 inclusive shades.
“It’s also different to Jones Road in the sense that Chantecaille’s is oil-free, so you don’t get the splitting associated with What the Foundation.”
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