Fenty Beauty introduces Pro Filt’r Fluid Flex, a long-wear foundation promising flexibility, a natural finish and an inclusive range of 50 shades.
Fenty Beauty is beginning a new chapter for one of the products that helped transform its presence within the beauty industry. After discontinuing the popular Pro Filt’r Soft Matte Longwear Foundation, the brand has officially unveiled its replacement: Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a completely reformulated product designed to retain the strengths of the original while responding to the evolving expectations of consumers.
The company describes the launch as one of its biggest innovations to date. To develop the new Fenty Beauty foundation, the team drew on more than seven years of customer feedback and experiences, paying particular attention to both texture and the breadth and precision of its renowned shade range.
The development of Pro Filt’r Fluid Flex took three years, with the formula engineered in Japan. One of its main objectives is to address some of the most common issues associated with long-wear foundations without sacrificing a natural-looking result.
The new formula is designed to resist oxidation, transfer, sweat and humidity, particularly important qualities for anyone looking to keep their make-up in place for hours. At the same time, it delivers medium, buildable coverage, allowing additional layers to be applied wherever needed without immediately creating an overly full-coverage finish.
One of the key elements of this reinvention lies in its interpretation of a matte finish. Unlike traditional formulas that can sometimes create a rigid appearance on the face, Fluid Flex has been designed to move naturally with the skin.
The aim is to achieve a result that continues to look like real skin while remaining flexible throughout the day. This quality is even reflected in the product’s name: the formula is intended to adapt to and move with the face rather than sitting on top of it like a static layer.
Among its ingredients is starfruit extract, included to help control excess oil and reduce shine while maintaining the natural matte finish that defines this new generation of Pro Filt’r.
However, the reformulation goes far beyond texture. Fenty Beauty has rebuilt its shade range from scratch, revisiting one of the elements that established the brand as an influential voice in conversations surrounding diversity and inclusivity within the make-up industry.
The new Pro Filt’r Fluid Flex Foundation will be available in 50 shades, with particular attention paid to the variety of undertones. The brand has introduced more neutral alternatives alongside options designed to complement cool, warm, golden, peach and olive undertones, depending on individual skin tone.
Finding the correct match will also form an important part of the launch experience. Fenty Beauty will introduce new virtual shade-matching tools, designed to make choosing the right colour easier when shopping digitally and to reduce uncertainty when deciding between very similar shades.
The Fenty Beauty Pro Filt’r Fluid Flex Natural Matte Longwear Foundation will retail for $48 and will be available from 4 September.
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