Fenty Beauty introduces Pro Filt’r Fluid Flex
Rihanna’s Fenty Beauty raises the bar once again with a next-generation foundation designed to move, breathe and wear beautifully on skin. When Rihanna launched Fenty Beauty, she famously challenged the beauty industry to rethink who foundation was made for. With an emphasis on inclusivity and an expansive range of shades, the brand helped redefine expectations around complexion products.
Now, Fenty Beauty is entering what Rihanna describes as a new chapter for the brand with Pro Filt’r Fluid Flex Natural Matte Longwear Foundation – a completely reimagined formula available in 50 all-new shades. “I couldn’t stand that I couldn’t tell people about it,” Rihanna says of the foundation she has been wearing privately during its development. “Now I finally can and you get to experience what I’ve been wearing in secret for the last year and a half.”
At the heart of Pro Filt’r Fluid Flex is a new Fluid Flex Foundation Technology, developed in Japan. The formula combines a smooth, breathable polymer blend with colour-true long-wear pigments designed to resist oxidation. The result is a medium, buildable coverage foundation with a natural-matte finish that aims to look and feel like skin rather than sitting heavily on top of it.
Designed for everyday wear, the formula is waterproof and resistant to sweat, humidity and transfer, while Starfruit Extract helps control oil and shine throughout the day. The brand describes the finish as a new interpretation of matte that is smooth, flexible and comfortable enough to wear from application through the end of the day.
The new foundation represents nearly three years of development and draws on more than seven years of feedback from the Fenty Beauty community. Rather than simply expanding the original Pro Filt’r range, Rihanna and the Fenty Beauty team went back to the beginning, reassessing shades and undertones and introducing more nuanced neutral options.
The development process included more than 800 hours of work and over 30 prototypes, with testing conducted across multiple continents and under a variety of lighting and video conditions. The formula, shade range and undertones were evaluated by both industry experts and consumers. The goal was precision – a foundation range that makes it easier for people to find a shade that genuinely blends into their complexion.
With 50 new shades, Fenty Beauty is putting particular emphasis on undertone flexibility. The range includes neutral shades alongside options that subtly lean golden, peach or olive, giving consumers more choice when matching their natural skin tone. The shade system identifies both the depth of the shade and its undertone, making the information easy to reference directly on the bottle. Fenty Beauty is also introducing new virtual shade-matching tools through its website and TikTok, while in-person Fenty Shade Match-Up Events will provide opportunities for consumers to find their match in stores.
To complement the new foundation, Fenty Beauty has created the Pro Filt’r Fluid Flex Foundation Brush 165, a dense brush featuring wavy bristles and a distinctive soft-scoop shape. The brush is designed to follow the contours of the face while providing efficient product pickup and helping minimize product waste. Its density allows users to spread the foundation evenly before building coverage where needed.
For application, Fenty recommends beginning with well-prepped, hydrated skin. The brand suggests using its Fat Water Toner followed by Hydra Vizor Moisturizer + SPF, allowing skincare to absorb before applying foundation. One pump provides medium coverage. The recommended technique is to spread the product with sweeping motions before stippling to build coverage, beginning at the centre of the face and blending outward. Additional product can be layered where fuller coverage is desired.
For years, the beauty conversation around foundation has shifted from heavy coverage toward products that enhance rather than mask the natural appearance of skin. Pro Filt’r Fluid Flex sits firmly within that evolution, combining a matte finish with a flexible, skin-like feel. The result is a complexion product created for movement, whether that means a long day at work, a humid Caribbean afternoon, an evening out or simply the everyday expressions that make makeup work harder.
Housed in a frosted-glass faceted bottle with a metallic cap, the foundation also brings a polished aesthetic to the makeup bag. A pump dispenser makes application straightforward, while the shade depth and undertone are clearly identified on the bottle.
Fenty Beauty Pro Filt’r Fluid Flex Natural Matte Longwear Foundation retails for $48, while the Pro Filt’r Fluid Flex Foundation Brush 165 retails for $36. Both are NOW available at Vanity First Front Street 35 & Le West Indies Mall. With its new formula, expanded shade philosophy and focus on flexibility, Fenty Beauty’s latest complexion launch represents another step in the brand’s ongoing effort to make foundation more inclusive, wearable and responsive to the way people actually live.
