Rihanna's Fenty Beauty Unveils Reimagined Pro Filt'r Foundation
Rihanna's Fenty Beauty has introduced a revamped version of its groundbreaking Pro Filt'r foundation, featuring a new formula and 50 new shades.
The reimagined foundation, Pro Filt'r Fluid Flex Natural Matte Longwear Foundation, marks the "rebirth" of the brand, according to Rihanna. The product follows seven years of feedback from the Fenty community, and the refined formula is said to offer a flexible look and feel, moving with skin rather than sitting on top, along with all-day wear.
The foundation uses Fluid Flex Foundation Technology, a smooth and breathable polymer blend, which is also infused with colour-true longwear pigments that are said to resist oxidation. It offers a medium, buildable coverage and is waterproof, resisting sweat, humidity, and transfer. Infused with starfruit extract, the foundation also supports all-day oil and shine control.
The shade range of the foundation has been reconsidered, with more neutrals and "fine-tuned" undertones among the 50 options. These include a variety of golden, peach, and olive-leaning tones, as well as balanced cool and warm tones.
Virtual shade-matching tools will debut on fentybeauty.co.uk and TikTok to help consumers find their shade.
The new foundation is housed in a frosted-glass faceted bottle with a metallic cap, and is accompanied by the Pro Filt'r Fluid Flex Foundation Brush 165. The dense wavy bristle brush features a soft-scoop shape engineered to give smooth application by contouring the face, with bristle density said to balance product pick-up and low product waste.
Fenty Beauty's Pro Filt'r Fluid Flex Natural Matte Longwear Foundation (£35) and Pro Filt'r Fluid Flex Foundation Brush 165 (£39) will be available on fentybeauty.co.uk and all retailers from 4 September.
| Product | Price |
|---|---|
| Pro Filt'r Fluid Flex Natural Matte Longwear Foundation | £35 |
| Pro Filt'r Fluid Flex Foundation Brush 165 | £39 |
New Foundation Features
The reimagined foundation features a new formula and 50 new shades, offering a flexible look and feel that moves with skin rather than sitting on top. It is formulated in Japan and uses Fluid Flex Foundation Technology, a smooth and breathable polymer blend, which is also infused with colour-true longwear pigments that resist oxidation.
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