When Rihanna entered the beauty world with shades for all, she set a new standard, changing the industry forever. She’s raising the bar again with Fenty Beauty’s biggest innovation and what she’s calling the rebirth of her brand: Pro Filt’r Fluid Flex Foundation. Community is at the core of this new launch, taking into consideration more than seven years of feedback to help create and refine a formula and shade range that would meet the needs of consumers. Available in 50 all-new rigorously developed shades, Pro Filt’r Fluid Flex bends and stretches with every (e)motion, delivering all-day smooth and flexible wear with a natural-looking finish.
THE PRODUCT
Expertly crafted in Japan, Fluid Flex Foundation Technology is a smooth and breathable polymer blend, engineered to move with you and infused with colour-true longwear pigments that resist oxidation. Its medium, buildable coverage delivers a skin-like finish with a next-generation natural matte formula that looks like skin and feels like nothing from the moment you apply it to when you’re ready for bed. Plus, it’s waterproof; resists sweat, humidity, and transfer; and is infused with Starfruit Extract for all-day oil and shine control. You’ve never seen or felt a matte like this before.
THE DEVELOPMENT
Almost three years in development, Pro Filt’r Fluid Flex is Fenty Beauty’s commitment to unparalleled evolution, expansion, and accuracy. Inspired by 7+ years of consumer notes, Rihanna took her original shade range back and started from scratch—fine-tuning undertones, creating more neutrals, and testing all around the world. Now, more people than ever can find their Fenty fit shade match in her best 50-shade range yet.
To create its newest game-changing foundation, Fenty Beauty did extensive research, testing at every step from formulating to shade-matching to perfecting undertones. Employing precise science amidst 800 hours of development time, they trialed more than 30 prototypes, across multiple continents, under varied lighting and video scenarios, all validated by industry experts and consumers alike. As a result, Pro Filt’r Fluid Flex Natural Matte Longwear Foundation delivers high-powered performance for truly flexible wear that moves with your skin.
THE PACKAGING
Housed in a frosted-glass faceted bottle with metallic cap, Pro Filt’r Fluid Flex is beautiful to display, comfortable to pack, and easy to use with its pump mechanism and shades defined by skin tone (number) and undertone (letter) located on the side of the bottle for quick viewing.
THE BRUSH
For next-level application, Fenty crafted the NEW! Pro Filt’r Fluid Flex Foundation Brush 165—a dense, wavy bristle brush featuring a soft-scoop shape engineered to give you the easiest and smoothest application. Its unique shape is designed to evenly trace the contours of the face with the perfect bristle density for ultimate product pickup and low product waste.
THE APPLICATION
For best results, start with Fenty Skin’s signature skin-prep routine to create a hydrated, smoother, plumper base for makeup: refine and hydrate with Fat Water Toner, then double skin’s hydration with non-pilling Hydra Vizor Moisturizer + SPF. First let skin absorb the moisture, then, to apply Fluid Flex, use one pump for medium coverage. Blend with the Fluid Flex Foundation Brush 165. Use a swiping motion for spreading, then stipple to build—start from center then move outwards. If you want fuller coverage, layer on another pump where desired. For best results, set with You Mist Makeup-Extending Setting Spray and blot on the go with Invisimatte Instant Setting + Blotting Powder.
SHADE-MATCHING
Rihanna’s goal was simple: make shade matching easier. The answer? Neutrals for max flexibility. Now no matter your skin tone, there are multiple neutral options to choose from. Some perfectly balanced between cool and warm tones. Others subtly leaning golden, peach, or even olive. All blending naturally into skin. Plus, Fenty is providing new tools to easily find your match. New virtual shade-matching tools are available on fentybeauty.co.uk and TikTok.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation (£35) and Pro Filt’r Fluid Flex Foundation Brush (£39) will be available on September 4, 2026, at FentyBeauty.co.uk & all retailers.
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