It was the product that broke the internet – and for all the wrong reasons. Jones Road's What The Foundation went viral after an online debate divided the beauty world, with instant obsessives and vocal sceptics feuding over the formula that has since garnered a legion of loyal fans.
Now, Bobbi Brown has launched a new base product that's completely different to its counterpart – lightweight, nourishing and easy-to-apply, the new Just Enough Tinted Moisturiser has all the characteristics the former foundation didn't; making it the perfect solution for anyone who prefers a skin-nourishing formula throughout summer.
Below, ELLE UK caught up with Bobbi Brown to discuss summer make-up tips, new beauty launches, and what's next for Jones Road...
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On the decision to launch a tinted moisturiser...
'It was really important to me to create this product because I knew that there were customers who felt like something was missing. Something lighter that just felt different on the skin; this gives the appearance that you're not wearing make-up – that’s the secret of Just Enough Tinted Moisturiser and I think one of the secrets behind Jones Road, too.'
On what sets it apart from the viral foundation...
'What The Foundation provides buildable coverage while the Just Enough Tinted Moisturiser is light coverage for the days where you don’t need a lot. If you have oily skin it may not be your go-to but the formula is very hydrating and sits comfortably on the skin. It also doesn't dry down; it's not bouncy and emollient. We worked on this for over a year and tried it on so many people with different skin tones and skin types. I am probably the hardest judge when testing formulas, so when most people say that they love it, I would still say it's not there yet; I wanted to make something that I couldn't imagine making any better.'
On her best summer make-up tips for mature skin...
'As you get older, your skin gets drier, no matter the season, so it’s important to keep your skin moisturised. In the warmer months, you may start to feel like you want less moisture, which is ok, but you just need to make sure that you’re still using products that don’t dry out your skin.'
On navigating beauty standards in the modern world...
'I think you should do whatever makes you feel your best. That could mean something different for everyone. I believe in knowing who you are and owning it. This message puts you in the driver’s seat to make decisions in your life, whether it's what make-up to wear or the clothes you go out in the world in; you’re the decision maker in your life, and you should do what makes you feel the most confident.'
On her best piece of beauty advice...
'My Aunt Alice used to say "If you’re unhappy, find out what’s causing it and see if you can do something about it. Aside from illness, there’s nothing you can’t find a way to fix."'
On the future of Jones Road...
'We have so much coming out this year. I’m really excited for autumn because my tenth book is coming out and we’re celebrating Jones Road’s fifth anniversary, so you know we’re going to plan some new products and exclusive launches for that.'
Just Enough Tinted Moisturiser
Miracle Balm Pinky Bronze
Jones Road The Lip Tint
Jones Road The Mascara
What The FoundationTinted Moisture Balm
Cool Gloss High Shine
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Amelia Bell is the Multiplatform Beauty Director for ELLE UK and Harper’s Bazaar, developing beauty strategy, writing, editing, and commissioning, and leading beauty content across both sites. Amelia has a particular interest in wellness and longevity, exploring the skin-mind connection, and decoding the latest treatments, tweakments and runway trends. She also has bylines for Women's Health, Refinery29, British Vogue, Harrods Magazine, and more.
