Fenty Beauty’s New Pro Filt’r Foundation Is Here
Fenty Beauty is giving its iconic Pro Filt’r foundation lineup a new chapter with the launch of the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation.
I haven’t tried this new formula yet, so this isn’t a review or a first-impressions post. But as someone who already owns and enjoys other Fenty Beauty foundations, I was definitely curious when I saw what the brand had been working on.
And there’s one detail that immediately caught my attention: 50 shades, with the range rebuilt from the ground up.
Meet the Pro Filt’r Fluid Flex Foundation
The new Fenty Beauty Pro Filt’r Fluid Flex Foundation is designed to give medium, buildable coverage with a natural matte finish while keeping the formula lightweight on the skin.
Fenty describes its new Fluid Flex Foundation Technology as a formula that bends and stretches with facial movement, with the goal of keeping the complexion looking smooth rather than settling into creases.
It is also designed to resist sweat, humidity, transfer and creasing, with up to 12 hours of wear.
For anyone who likes a matte foundation but doesn’t necessarily want that heavy, overly perfected look, the natural-matte finish is an interesting direction.
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Fenty Reworked Its 50-Shade Range
The shade range is probably one of the biggest parts of this launch.
Rather than simply adding a few new shades to an existing lineup, Fenty says Rihanna went back to the original shade range and started from scratch, using years of customer feedback to rethink the undertones.
The new 50-shade foundation range includes more neutral options alongside cool, warm, golden, peach and olive undertones.
That should make shade matching a little more flexible, particularly for people who have found traditional warm/cool categories don’t quite describe their skin.
Fenty is also offering a shade finder tool to help shoppers find their match.
What’s Inside the Formula?
The formula includes Starfruit Extract, which Fenty says helps with oil and shine control throughout the day.
The brand also says the foundation uses color-true pigments designed to resist oxidation, along with the Fluid Flex technology intended to keep the formula moving with the skin.
According to Fenty, 94% of testers agreed that the foundation doesn’t settle into fine lines.*
*Brand claim based on Fenty’s stated testing.
A New Direction for Pro Filt’r
What makes this launch particularly interesting is that Fenty isn’t simply introducing another foundation alongside the original Pro Filt’r formula.
The Pro Filt’r Fluid Flex Natural Matte Longwear Foundation represents a new take on what Fenty wants its complexion range to be: flexible, lightweight and skin-like, while still offering the coverage and longevity many of us expect from a traditional foundation.
And considering how much complexion preferences have shifted toward makeup that looks more like skin, the timing makes sense.
I’ll be interested to see how this formula performs in real life, especially on skin that doesn’t necessarily want a traditional full-matte foundation.
For now, though, it’s definitely one of the more interesting foundation launches on my radar.
Where to Buy Fenty Pro Filt’r Fluid Flex Foundation
The Fenty Beauty Pro Filt’r Fluid Flex Natural Matte Longwear Foundation is priced at $65 CAD / $48 USD and is currently listed as coming soon on Fenty Beauty’s website.
At launch, Fenty says the foundation will be available through Fenty Beauty’s website, with additional retailers potentially following. Since availability can change, I’d check Fenty directly for the latest release information.
