Fenty Beauty has announced the debut of a groundbreaking new foundation, the Pro Filt'r Fluid Flex Natural Matte Longwear Foundation. This highly anticipated product, developed over three years, is set to redefine beauty standards with its innovative formula. Designed for extended wear and a flawless finish, it builds upon the legacy of the brand's much-loved, now-discontinued Pro Filt'r Soft Matte Foundation. The new release also features a specially designed brush for effortless application, promising a truly transformative makeup experience.
Details on Fenty Beauty's New Foundation Launch
The Pro Filt'r Fluid Flex Natural Matte Longwear Foundation, priced at $48, will be available for purchase starting on . Alongside the foundation, the Pro Filt’r Fluid Flex Foundation Brush, retailing for $36, will also launch. Consumers can find these products on Sephora, Ulta Beauty, and Fenty Beauty's official website. This new foundation offers a buildable medium coverage with a modern matte finish, ensuring smooth and flexible wear throughout the day. A key feature is its natural-looking appearance, designed to withstand various conditions. Notably, global icon Rihanna, the brand's founder, rigorously tested the foundation herself, wearing it in her daily life, on numerous red carpet appearances, and even at the prestigious Met Gala. Crista Chan, Fenty's Global Director of Artistry, recommends applying one pump of the product to the new brush and blending it from the center of the face outwards for optimal results. Manufactured in Japan, the formula incorporates a breathable polymer blend, color-true longwear pigments, and starfruit extracts. These ingredients contribute to its lightweight feel, buildable coverage, lasting power, and effective shine control. Furthermore, the foundation is waterproof, resisting disintegration from sweat or humidity, making it ideal for active lifestyles. Roshini Greenwald, Fenty's North American General Manager, highlighted Rihanna's hands-on approach to product development, emphasizing her philosophy that some mattifying is essential for fresh-looking makeup.
The launch of this new foundation represents a significant moment in the beauty industry, showcasing Fenty Beauty's commitment to innovation and inclusivity. Rihanna's personal involvement in testing and endorsing the product adds immense credibility, assuring consumers of its quality and performance. This release encourages a deeper appreciation for meticulous product development and the power of a founder's vision in shaping a brand's offerings. It also underscores the evolving demands of consumers for long-wearing, high-performing makeup that caters to diverse skin needs and conditions.
