Rihanna's Fenty Beauty Unveils Reimagined Pro Filt’r Foundation with New Formula and 50 Shades

Fenty Beauty Launches Updated Pro Filt’r Foundation

Fenty Beauty is releasing an updated and revised version of its iconic Pro Filt’r foundation, presenting a completely reformulated formula and an expanded range of 50 new shades. This announcement is part of a planned transition by the brand, which stated in July that it is preparing to retire the original version of the foundation, a product widely recognized for bringing greater skin tone inclusion to the industry.

Pure Beauty Awards 2026 Tickets Now Available

In parallel, tickets have gone on sale for the 25th edition of the Pure Beauty Awards, which will take place on October 15, 2026, at the Grosvenor House Hotel in London, United Kingdom. The event will bring together beauty professionals from around the world for an evening dedicated to recognition and celebration, during which the winners of the current year will be announced. To ensure participation, a booking link is available.

Pro Filt’r Fluid Flex Foundation: A Rebirth of the Brand

According to Rihanna — singer, actress, and entrepreneur — the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation represents the rebirth of the brand. This new variant of the product is the result of seven years of feedback from the Fenty community, and the refined formula is designed to offer a flexible appearance and feel, adapting to skin movement rather than sitting on its surface, while maintaining all-day wear. I have worn Fluid Flex in every appearance over the past year, Rihanna said. It looks like skin, and it feels like nothing. It does not crease and it stays put. This was essential for me during the development of this formula.