Fenty Beauty’s Pro Filt’r Soft Matte Foundation has been named in Time magazine’s 2025 Best Inventions Hall of Fame, marking it as one of the most significant inventions of the millenium.
Singer Rihanna’s beauty brand launched in 2017 and shook up the industry with its 40-strong foundation shade range, pushing others to create more inclusive and diverse colour cosmetics offerings.
The Pro Filt’r Soft Matte Foundation range has since been extended to offer 50 shade options.
LVMH-owned Fenty Beauty has grown from a small range of colour cosmetics to a billion-dollar beauty empire spanning skin care, body, hair and fragrance.
Pro Filt’r Soft Matte Foundation was the only beauty product to be included in this year’s Hall of Fame induction, alongside the likes of video sharing platform YouTube, the Nintendo Switch and OpenAI’s ChatGPT-4.
“Foundation is supposed to match a person’s skin tone… but make-up has not always matched actual skin colours so well,” said Time magazine.
“In 2017, Fenty Beauty debuted a foundation with a huge range of hues, setting a new standard for the industry.
“Its immediate success pushed other make-up companies to be more colour-inclusive and create more and better options for people with darker skin tones.”
Time magazine also released its round-up of the Best Inventions of 2025.
The list’s beauty entries included L’Oréal Professional’s infrared hair dryer AirLight Pro and HigherDose’s Microcurrent Body Sculptor, a whole-body device supporting lymphatic drainage, muscle recovery and blood flow.