Fenty Beauty is giving one of its signature complexion categories a major reset with Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a new 50-shade range designed around more precise undertones and flexible long wear.
The formula offers medium, buildable coverage with a natural matte finish. Fenty says its Fluid Flex technology is designed to move with facial expressions while resisting creasing, sweat, humidity and transfer.
The shade range starts over
Rather than simply adding a few shades to the existing lineup, the brand says Rihanna and the Fenty team revisited the range from the ground up. The result is 50 newly tuned shades with a stronger focus on undertones, including more neutral options intended to make matching more flexible.
That matters because complexion products remain one of the categories most closely tied to Fenty Beauty’s identity. The brand helped reset expectations around inclusive foundation ranges when the original Pro Filt’r launch arrived in 2017, and Fluid Flex is positioned as the next evolution of that work.
What is inside the new formula
Fenty lists up to 12 hours of wear, waterproof performance, color-true pigments designed to resist oxidation and starfruit extract for oil and shine control. In a brand consumer study of 33 people, 94 percent agreed that the foundation did not settle into fine lines.
Pro Filt’r Fluid Flex is available through Fenty Beauty for $48 in the United States.
Image credit: Fenty Beauty.
