Fenty Beauty is taking its new Pro Filt’r Fluid Flex Natural Matte Longwear Foundation on the road with the launch of the Fluid Flex Gym, a four-city pop-up tour running across the UK during September and October.
The activation begins in London as part of Space NK’s Beyond Beauty Festival at Covent Garden Piazza, running from 4 to 13 September. It will then travel to Exchange Square in Manchester on 19 September, Bullring in Birmingham on 26 September and Paradise Place, Wall Street in Liverpool on 3 October.
Each stop will give visitors the opportunity to explore all 50 shades of the new foundation and receive a personalised shade match from Fenty Beauty’s Pro Makeup Artist Team. Guests will also be able to try the new formula and take away a complimentary foundation sample, while the activation will include complimentary shakes in three flavours and a mini bag with qualifying purchases of £40 or more.
The tour accompanies the launch of Fenty Beauty’s Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, which has been developed over almost three years using more than seven years of consumer feedback.
The 50-shade range has been created from scratch, with Fenty Beauty fine-tuning undertones and increasing the number of neutral options available. Its Fluid Flex Technology uses a breathable polymer blend designed to move with the skin, with medium, buildable coverage and a natural matte finish.
The formula also incorporates colour-true longwear pigments developed to resist oxidation and is designed to withstand water, sweat, humidity and transfer.
The Fluid Flex Gym continues Fenty Beauty’s use of physical retail experiences around major launches in the UK. Previous activations have included its foundation-focused Golden Hour pop-up at Selfridges in 2024, while Fenty Hair later took its Mane Street concept from London to Manchester and Birmingham.
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.
