Fenty Beauty Is Entering A New Era Of Foundation With Pro Filt’r Fluid Flex

Rihanna’s Fenty Beauty unveils Pro Filt’r Fluid Flex Foundation, the next evolution of its iconic foundation in 50 new shades.

Words: Alisha Azuddin
Published: 29 August 2026
Reading time: 2 min

A New Era

When Rihanna launched Fenty Beauty in 2017, she didn’t simply start a beauty brand—she changed the rules. At the centre of that disruption was the Pro Filt’r Foundations, which arrived with an expansive shade range at a time when inclusivity in complexion products was far from the industry norm. It became a defining beauty moment, helping to usher in a new expectation for foundations.

Rihanna’s Fenty Beauty unveils Pro Filt’r Fluid Flex Foundation, the next evolution of its iconic foundation in 50 new shades.

Now, almost a decade later, Fenty Beauty is closing the chapter on the foundation that started it all. Making way for its next evolution is Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a new formula developed over nearly three years and shaped by more than seven years of consumer feedback.

Launching in 50 all-new shades, Fluid Flex revisits Fenty’s original approach to shade matching with a renewed focus on neutral undertones. Rihanna says the decision came directly from listening to the community. “We heard you loud and clear on the shades. We saw an opportunity to evolve,” she says. “I wanted to start from scratch, so we fine-tuned all the undertones to create 50 all-new, neutral-based shades to match more people.”

But the reinvention goes beyond colour. Crafted in Japan, the new formula uses Fluid Flex Foundation Technology, a breathable polymer blend designed to move with the skin, alongside colour-true pigments that resist oxidation. The medium, buildable coverage leaves a natural-matt, skin-like finish, while waterproof, sweat-, humidity- and transfer-resistant wear keeps it in place throughout the day.

And Rihanna has already put it through its paces. “I couldn’t stand that I couldn’t tell people about it,” she says, revealing that she has secretly been wearing the foundation for the past year and a half. “Prepare—because once you start using this, it’s over. It happened to me.”

If you’re just as excited as we are about the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, set your calendars as its set to launch September 4, 2026.