Rihanna Reinvents Fenty’s Pro Filt’r Foundation With 50 All-New Shades

Rihanna Rebuilds Pro Filt’r From the Undertone Up

Rihanna is giving all the feels — literally. Fenty Beauty is about to replace its longtime Pro Filt’r Soft Matte foundation with Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a completely reworked formula built to move with your face instead of acting like every smile, cry and smooch is a personal attack.

The biggest reset is the shade range. Rihanna and the Fenty team went back to the drawing board with 50 all-new shades and undertones, putting a much bigger emphasis on neutrals and easier shade matching. Rihanna teased the launch by saying the brand had perfected the shades and undertones based on what customers had been asking for. In other words: you complained, Miss Riri took notes.

The new formula is designed around what Fenty calls Fluid Flex Foundation Technology, a lightweight polymer blend engineered to bend and stretch with facial movement while staying smooth. The foundation offers medium, buildable coverage with a natural matte finish and is designed to resist creasing, sweat, humidity and transfer.

Fenty says the formula can wear for up to 12 hours, while color-true pigments are intended to help resist oxidation — one of those little foundation problems that can turn “perfect match” into “why am I suddenly orange?” before lunch. Starfruit extract is also included for oil and shine control.

There is some real history behind the overhaul. When Fenty Beauty launched its original Pro Filt’r foundation in 2017 with 40 shades, the range helped shove the beauty industry toward much broader complexion inclusivity. The line later expanded to 50 shades, but customer feedback continued — particularly around undertones, oxidation and just how matte the original formula could feel.

So this is not merely another shade extension with a shinier cap slapped on top. Fenty describes Fluid Flex as Rihanna taking the original range back to scratch, fine-tuning undertones, adding more neutral options and testing shades globally to make finding a match less of an advanced-placement chemistry course.

Rihanna herself sounds sold. In Fenty’s product notes, she says she fell in love with how lightweight the formula felt, how closely it matched her skin and the improved neutral undertones — basically all the things she wanted to make better in a foundation.

And because this is Rihanna, the rollout is not being treated like somebody quietly uploaded a new SKU at 2 a.m. The campaign leans into the whole “every emotion is a flex” idea, with the formula meant to adapt to expressions — and yes, even a little Spanish telenovela-style drama gets invited into the presentation. Appropriate. Foundation should survive a dramatic reveal.

Inside Fenty Beauty’s New Fluid Flex Foundation Campaign

The supplied campaign imagery accompanies Fenty Beauty’s launch of the 50-shade Pro Filt’r Fluid Flex Natural Matte Longwear Foundation.

Campaign imagery accompanying Fenty Beauty’s Pro Filt’r Fluid Flex Natural Matte Longwear Foundation launch.

In the U.S., Pro Filt’r Fluid Flex is listed at $48 for a 1 oz bottle and launches globally on September 4, with availability through Fenty Beauty and major beauty retailers including Sephora and Ulta. The original Pro Filt’r Soft Matte, meanwhile, is being retired as the new formula takes over the franchise.

And one Fenty constant remains untouched: the brand continues to state that Fenty Beauty is 100% cruelty-free.

So yes, the wait is almost over. Fifty new shades, a softer natural matte, more neutral undertones and enough “flex” language to make your foundation sound like it has a gym membership. September 4, come on down.

Watch “Introducing Pro Filt’r Fluid Flex Foundation”

The launch video introduces Rihanna’s new 50-shade Pro Filt’r Fluid Flex Foundation ahead of its September 4 global release.

Source: Fenty Beauty; Sephora.