{"id":1181,"date":"2026-08-29T20:20:15","date_gmt":"2026-08-29T12:20:15","guid":{"rendered":"https:\/\/itpbaz.kinsta.cloud\/beauty\/fenty-beauty-is-entering-a-new-era-of-foundation-with-pro-filtr-fluid-flex\/"},"modified":"2026-11-10T22:24:08","modified_gmt":"2026-11-10T14:24:08","slug":"fenty-beauty-is-entering-a-new-era-of-foundation-with-pro-filtr-fluid-flex","status":"publish","type":"post","link":"https:\/\/preview.itp.luxury\/baz-my-1\/beauty\/fenty-beauty-is-entering-a-new-era-of-foundation-with-pro-filtr-fluid-flex\/","title":{"rendered":"Fenty Beauty Is Entering A New Era Of Foundation With Pro Filt\u2019r Fluid Flex"},"content":{"rendered":"\n

A New Era<\/h2>\n\n

When Rihanna launched Fenty Beauty in 2017, she didn\u2019t simply start a beauty brand\u2014she changed the rules. At the centre of that disruption was the Pro Filt\u2019r 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.<\/p>\n

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Rihanna\u2019s Fenty Beauty unveils Pro Filt\u2019r Fluid Flex Foundation, the next evolution of its iconic foundation in 50 new shades.<\/h2>\n\n

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\u2019r Fluid Flex Natural Matte Longwear Foundation, a new formula developed over nearly three years and shaped by more than seven years of consumer feedback.<\/p>\n

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Launching in 50 all-new shades, Fluid Flex revisits Fenty\u2019s original approach to shade matching with a renewed focus on neutral undertones. Rihanna says the decision came directly from listening to the community. \u201cWe heard you loud and clear on the shades. We saw an opportunity to evolve,\u201d she says. \u201cI wanted to start from scratch, so we fine-tuned all the undertones to create 50 all-new, neutral-based shades to match more people.\u201d<\/p>\n\n

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.<\/p>\n

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And Rihanna has already put it through its paces. \u201cI couldn\u2019t stand that I couldn\u2019t tell people about it,\u201d she says, revealing that she has secretly been wearing the foundation for the past year and a half. \u201cPrepare\u2014because once you start using this, it\u2019s over. It happened to me.\u201d<\/p>\n\n

If you\u2019re just as excited as we are about the Pro Filt\u2019r Fluid Flex Natural Matte Longwear Foundation, set your calendars as its set to launch September 4, 2026.<\/p>\n","protected":false},"excerpt":{"rendered":"

Rihanna\u2019s Fenty Beauty unveils Pro Filt\u2019r Fluid Flex Foundation, the next evolution of its iconic foundation in 50 new shades.<\/p>\n","protected":false},"author":9,"featured_media":1186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","bz_kicker":"","bz_opener":"classic","bz_photographer":"","bz_hero_caption":"","bz_hero_credit":"","bz_hero_clip":0,"bz_inset":0,"bz_tile_image":0,"bz_clip":0,"bz_tile_dek":"","bz_reading_time":"","bz_duration":"","bz_feature_small":0,"bz_feature_medium":0,"bz_feature_quote":""},"categories":[3],"tags":[445,446,447,448,449],"bz_slot":[],"class_list":["post-1181","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty","tag-fenty-beauty","tag-fluid-flex-foundation","tag-foundation","tag-pro-filtr","tag-rihanna"],"_links":{"self":[{"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/posts\/1181","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/comments?post=1181"}],"version-history":[{"count":1,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/posts\/1181\/revisions"}],"predecessor-version":[{"id":1673,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/posts\/1181\/revisions\/1673"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/media\/1186"}],"wp:attachment":[{"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/media?parent=1181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/categories?post=1181"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/tags?post=1181"},{"taxonomy":"bz_slot","embeddable":true,"href":"https:\/\/preview.itp.luxury\/baz-my-1\/wp-json\/wp\/v2\/bz_slot?post=1181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}