Fenty Beauty Pro Filt’r Fluid Flex Natural Matte Longwear Foundation

Rihanna is entering a new era of complexion with Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, introducing 50 entirely new shades, a flexible skin-like formula and a redesigned approach to undertones.

Fenty Beauty is replacing its original Pro Filt’r foundation with Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a completely new formula developed over almost three years and informed by more than seven years of consumer feedback. The new foundation launches in 50 all-new shades and combines medium, buildable coverage with a natural matte finish designed to move with the skin rather than creating the more fixed, full-coverage effect traditionally associated with longwear matte foundations. The change also means the original Pro Filt’r Soft Matte Longwear Foundation is being retired. Fenty Beauty’s current website is advising customers to stock up before it disappears, while signalling the arrival of its next complexion launch.

The replacement carries particular significance because of the role the original Pro Filt’r played in reshaping the complexion category. When Fenty Beauty launched in September 2017, Pro Filt’r arrived with 40 shades, placing much greater emphasis on deeper skin tones and undertones that had historically been underserved by mainstream beauty. Its impact became known as the “Fenty Effect”, with competing brands subsequently expanding their own foundation ranges. TIME credited Fenty with putting an unprecedented spotlight on inclusive complexion products, while the original launch generated a reported $100 million in sales during its first 40 days. The shade range later expanded to 50, but Fluid Flex goes further than simply updating the existing colours: all 50 shades have been developed again from scratch.

Rihanna’s objective for the new shade architecture was to make finding a match easier, particularly by expanding the number and diversity of neutral undertones. Rather than treating neutral as a single point between warm and cool, Fluid Flex includes multiple interpretations. Some sit directly between cool and warm, while others subtly lean golden, peach or olive, giving consumers more options within similar depths. Shade names also introduce a simplified identification system combining a number for skin-tone depth with a letter denoting undertone, displayed on the side of the bottle. New virtual shade-matching tools will support the launch through Fenty Beauty’s website and TikTok. The shift responds directly to years of shade-matching feedback. Fenty revisited the original range, refined undertones and increased neutral options to create what it considers its most precise 50-shade assortment to date.

Fluid Flex introduces a new Fluid Flex Foundation Technology, developed in Japan around a breathable polymer blend engineered to bend and stretch with facial movement. Colour-true longwear pigments are designed to resist oxidation, helping the foundation retain its shade as it wears, while the medium coverage can be built where additional correction is required. The result is a next-generation natural matte finish intended to continue looking like skin rather than becoming increasingly flat or heavy through the day. The formula is also waterproof and resistant to sweat, humidity and transfer, while starfruit extract has been incorporated to support all-day oil and shine control.

This represents a notable evolution from the original Pro Filt’r Soft Matte formula. While that foundation was developed around shine-free, medium-to-full coverage and climate-adaptive technology, Fluid Flex places greater emphasis on flexibility, movement and a less perceptibly “made-up” finish. The outgoing formula has long been particularly associated with balanced-to-oily skin and stronger matte coverage.

Fenty Beauty spent almost three years developing Fluid Flex, testing the foundation throughout the formulation and shade-matching process. Development encompassed more than 800 hours of work and over 30 prototypes, with testing taking place across multiple continents and under different lighting and video conditions. The shades and formula were also assessed by both consumers and industry experts as Fenty refined undertones, pigment behaviour and wear.

Fluid Flex also introduces new packaging. The foundation is housed in a frosted, faceted glass bottle with a metallic cap and pump, moving away from the packaging of the original Pro Filt’r while retaining a minimal, architectural Fenty aesthetic. Fenty Beauty is launching a dedicated Pro Filt’r Fluid Flex Foundation Brush 165 alongside it. The brush combines densely packed, wavy bristles with a distinctive soft-scoop shape, engineered to follow the contours of the face while providing even product pick-up with minimal waste. For medium coverage, one pump of Fluid Flex can be applied from the centre of the face outwards, with additional product layered selectively for fuller coverage. The brand recommends pairing the foundation with Fenty Skin preparation products before setting with You Mist Makeup-Extending Setting Spray and Invisimatte Instant Setting + Blotting Powder where required.

Fenty Beauty Pro Filt’r Fluid Flex Natural Matte Longwear Foundation will launch on 4 September 2026, priced at £35. The Pro Filt’r Fluid Flex Foundation Brush 165 will be priced at £39. Both will be available through Fenty Beauty and Fenty Beauty retailers.