Fenty Beauty by Rihanna replaces its retired Pro Filt’r Soft Matte Longwear Foundation, introducing the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation to deliver an elastic finish. Engineered in Japan over a three-year development cycle, the liquid utilizes seven years of consumer feedback to refine its texture and wearability. Dropping September 4 for $48 USD on the brand's website, the complexion product provides medium, buildable coverage that avoids the rigid architecture of traditional flat cosmetics.
Moving away from stiff bases, the formula stretches with facial movements to maintain a skin-like appearance throughout the day. Built to resist oxidation, sweat, humidity, and physical transfer, the matrix centers on starfruit extract. Absorbing excess oil and cutting surface shine, the botanical active manages sebum production without disrupting the natural matte dry-down.
Rebuilding the foundation range from the ground up, the development team formulated 50 distinct variations. The updated shade library introduces a wider concentration of neutral options, calibrating the lineup to accommodate cool, warm, golden, peach, and olive undertones. To streamline the purchasing process and map buyers to their exact match, Fenty Beauty deploys new virtual shade-matching tools alongside the physical release.
