Fenty Beauty Just Dropped the Replacement for Its Beloved Foundation
The Pro Filt’r Fluid Flex Foundation comes after the brand discontinued its original foundation formula.
After recently retiring its Pro Filt’r Soft Matte Longwear Foundation, Fenty Beauty is introducing a brand new foundation: the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation. Available in 50 shades, the complexion product is described by the brand as its biggest innovation yet, with the formula pulling from more than seven years of customer feedback to refine both texture and shade range.
Developed over three years and engineered in Japan, the new Fluid Flex is said to resist oxidation, transfer, sweat and humidity while also delivering a medium, buildable, skin-like finish. Unlike traditional mattes, the formula is built to move and stretch with skin all day. Formulated with Starfruit Extract, the foundation also reduces oil and shine without disrupting its natural matte look.
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To ensure everyone finds the right match, Fenty Beauty rebuilt the original shade range from scratch, adding more neutral options that lean cool, warm, golden, peach or olive depending on the skin tone. Plus, the brand is also introducing new virtual shade-matching tools to make it easier than ever to find your perfect shade.
The Pro Filt’r Fluid Flex Foundation retails for $48 USD, and will be available on the brand’s website starting September 4.
In other news, Milk Makeup is bringing back its beloved Sticks collection.
