However, Fenty Beauty Pro Filt’r Fluid Flex replaces the foundation that made its name.
Additionally, Fenty Beauty Pro Filt’r Fluid Flex Natural Matte Longwear Foundation launched September 4 at Sephora, Ulta Beauty, and fentybeauty.com.
It costs $48 and arrives in 50 shades, all new, including Fenty Beauty Pro Filt’r Fluid Flex.
According to the launch materials, Rihanna revisited the shade range. She re-tuned undertones, added neutrals, and tested results across markets worldwide. Ultimately, Rihanna landed on what the brand calls its best 50-shade range yet.
Consequently, this process informs Fenty Beauty Pro Filt’r Fluid Flex, guiding formulation across diverse markets.
What the formula claims
Overall, Fluid Flex is positioned as a medium, buildable foundation with a natural matte finish. The brand describes it as waterproof and crease-resistant. It has a flexible film that moves with the face, not settling into lines.
The ‘Flex’ in the name is doing the work. The pitch is long wear without the mask effect older matte foundations were known for.
Those are the brand’s claims. The Journal has not tested the product, and this story will be updated only if we do.
Why the shade count matters again
Pro Filt’r debuted in 2017, and its shade range forced much of the industry to expand its own.
That moment is now standard practice, which raises the bar for the follow-up.
A 50-shade launch in 2026 is not news by itself.
The news is that a brand this size scrapped a working formula and its entire shade map to fix undertones.
Fenty Beauty marked the launch with an event in Miami the weekend of the release, according to Haute Living.
Additionally, The foundation is also rolling out internationally through Selfridges and Harvey Nichols in the U.K.
Sources
- BeautyVelle: Fenty Beauty Pro Filt’r Fluid Flex Natural Matte Longwear Foundation (Sept. 4, 2026)
- NewBeauty: September 2026 Launch List
- Fenty Beauty: Pro Filt’r Fluid Flex product page
- Haute Living: Fenty Beauty Brings Its Pro Filt’r Fluid Flex Launch to Miami
