Fenty Beauty Revolutionizes Its Icon: 50 New Shades, 800 Hours of Innovation
Rihanna is once again redefining the standards of inclusive beauty. Fenty Beauty introduces the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a total reinvention of the brand’s iconic original formula. Now available in 50 meticulously crafted new shades, each bottle is priced at $48. The new foundation, which made its official debut on September 4, 2026, replaces the original Pro Filt’r Soft Matte Longwear Foundation that was discontinued after a successful nine-year run.
The journey to create this new foundation was far from swift. Fenty Beauty invested 800 hours in development, tested over 30 prototypes under various lighting and video conditions, and evaluated 80 potential shades before finalizing the ultimate 50. Developed in Japan, the innovative “Fluid Flex Foundation Technology” incorporates a breathable polymer blend that adapts to the skin’s movement, resists oxidation, and provides medium buildable coverage that withstands sweat, humidity, and transfer.
A significant breakthrough in this launch is the broadened neutral shade range. Rihanna personally emphasized the need to simplify shade matching by introducing more balanced, golden, peach, and olive-leaning neutral options suitable for every skin tone. The foundation is now available at fentybeauty.com, Sephora, Ulta Beauty, and Kohl’s. It is complemented by the new Pro Filt’r Fluid Flex Foundation Brush ($36) that features a unique curved “soft-scoop” design for effortless blending.
Source: VITA Daily – Fenty’s Iconic Pro Filt’r Foundation Just Got a Major Makeover (September 10, 2026)