Fenty Beauty has launched Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, introducing 50 all-new shades as part of what the brand describes as its biggest launch since 2017.
Available from 4 September, the £35 foundation represents a redevelopment of Fenty Beauty’s original Pro Filt’r shade offer, with undertones reworked and a greater number of neutral options introduced across the range.
The development took almost three years and incorporated more than seven years of consumer feedback. Fenty Beauty says more than 30 prototypes were trialled across multiple continents, with around 800 hours of development covering formulation, shade matching and undertone testing.
Its Pro Filt’r Fluid Flex Natural Matte Longwear Foundation uses Fluid Flex Technology, a breathable polymer blend designed to move with the skin. The medium, buildable formula has a natural matte finish and uses colour-true longwear pigments developed to resist oxidation, while the foundation is also waterproof and resistant to sweat, humidity and transfer.
A new Pro Filt’r Fluid Flex Foundation Brush 165 has launched alongside the foundation, with a soft-scoop shape and dense bristles designed for even application.
The launch builds on Fenty Beauty’s established UK retail presence. In 2024, the brand expanded its full Beauty, Skin and Fragrance ranges into Selfridges Beauty Halls across the UK, alongside the launch of its Soft’Lit Naturally Luminous Longwear Foundation.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation is available from 4 September through Fenty Beauty and its retail partners, with an online shade-matching tool also available to help customers navigate the new 50-shade range.
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