Rihanna’s Fenty Beauty has revealed a “reimagined” version of its groundbreaking Pro Filt’r foundation, featuring a new formula and 50 new shades.
The brand said in July that it was preparing to “retire” the original foundation, which is widely credited with bringing greater shade inclusion to the beauty industry.
Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation marks the “rebirth” of the brand, according to the singer, actress and entrepreneur.
The reimagined complexion product follows seven years of feedback from the Fenty community, and the refined formula is now said to offer a flexible look and feel, moving with skin rather than sitting on top, along with all-day wear.
“I have been wearing Fluid Flex in every appearance for the past year,” said Rihanna.
“It looks like skin, and it feels like nothing.
“It does not crease, and it stays in place.
“That was key for me when developing this formula.”
Formulated in Japan, the foundation uses Fluid Flex Foundation Technology, a smooth and breathable polymer blend, which is also infused with colour-true longwear pigments that are said to resist oxidation.
Offering a medium, buildable coverage, the three-years-in-the-making matte formula is also waterproof and resists sweat, humidity and transfer.
Infused with starfruit extract, Pro Filt’r Fluid Flex Natural Matte Longwear Foundation also supports all-day oil and shine control.
The shade range of the foundation has also been reconsidered, with more neutrals and “fine-tuned” undertones among the 50 options.
These include a variety of golden, peach and olive-leaning tones, as well as balanced cool and warm tones.
Virtual shade-matching tools will debut on fentybeauty.co.uk and TikTok to help consumers find their shade.
Alongside the new foundation – which is housed in a frosted-glass faceted bottle with metallic cap – Fenty Beauty has launched the Pro Filt’r Fluid Flex Foundation Brush 165.
The dense wavy bristle brush features a soft-scoop shape engineered to give smooth application by contouring the face, with bristle density said to balance product pick-up and low product waste.
Fenty Beauty’s Pro Filt’r Fluid Flex Natural Matte Longwear Foundation (£35) and Pro Filt’r Fluid Flex Foundation Brush 165 (£39) will be available on fentybeauty.co.uk and all retailers from 4 September.
First launched in 2017, Pro Filt’r Soft Matte Foundation debuted with 40 shades, and was later extended to 50.
Last year, the product was named in Time magazine’s Best Inventions Hall of Fame list, because it “set a new standard in the industry”.
Related content:
-
Fenty Beauty is discontinuing its iconic Pro Filt’r Soft Matte Foundation
- Rihanna’s Fenty Beauty expands retail reach with Space NK partnership
- LVMH is reportedly exploring a sale of its Fenty Beauty stake
- Estée Lauder reformulates ‘loved’ hero foundation Double Wear
- Estée Lauder to Armani: the risks and rewards of reformulating a hero beauty product
- MAC Cosmetics reimagines iconic Studio Fix Powder Foundation for the next generation
