Fenty Beauty has reworked its Pro Filt’r foundation offer with 50 newly developed shades and a flexible natural matte formula following almost three years of development.
Fenty Beauty has launched Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, introducing 50 all-new shades as part of what the brand describes as its biggest launch since 2017.
Available from 4 September, the £35 foundation represents a redevelopment of Fenty Beauty’s original Pro Filt’r shade offer, with undertones reworked and a greater number of neutral options introduced across the range.
The development took almost three years and incorporated more than seven years of consumer feedback. Fenty Beauty says more than 30 prototypes were trialled across multiple continents, with around 800 hours of development covering formulation, shade matching and undertone testing.
Its Pro Filt’r Fluid Flex Natural Matte Longwear Foundation uses Fluid Flex Technology, a breathable polymer blend designed to move with the skin. The medium, buildable formula has a natural matte finish and uses colour-true longwear pigments developed to resist oxidation, while the foundation is also waterproof and resistant to sweat, humidity and transfer.
A new Pro Filt’r Fluid Flex Foundation Brush 165 has launched alongside the foundation, with a soft-scoop shape and dense bristles designed for even application.
“I’ve been wearing Fluid Flex in every appearance for the past year. It looks like skin and it feels like nothing. It doesn’t crease and it stays in place. That was key for me when developing this formula.”
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation is available from 4 September through Fenty Beauty and its retail partners, with an online shade-matching tool also available to help customers navigate the new 50-shade range.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
