- Rihanna and Fenty Beauty announced the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation.
- The new $48 product replaces the brand’s original matte foundation and features 50 rebuilt shades.
- Engineered in Japan over three years, the formula uses starfruit extract to control oil while stretching naturally with skin.
- The foundation launches online on September 4, 2026.
Global music icon and beauty mogul Rihanna has unveiled the next generation of complexion makeup: the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation.
Created under her cosmetics brand Fenty Beauty in partnership with LVMH, the new formula officially replaces the company’s original Pro Filt’r Soft Matte Longwear Foundation that originally transformed the beauty market in 2017.
The brand engineered the formula in Japan over three years, using seven years of direct consumer feedback. Built with starfruit extract, the foundation delivers buildable medium coverage with a lightweight, flexible matte finish. It resists humidity, sweat, transfer, and oxidation while moving naturally with facial expressions.
Fenty Beauty also rebuilt all 50 shades from scratch to ensure better balance across warm, cool, neutral, peach, and olive undertones.
This major beauty innovation comes during a busy period for the multi-hyphenate artist. In fashion, as Rihanna unveils the Savage X Fenty summer collection each year, she continues to model her own apparel designs. In skincare, Rihanna and A$AP Rocky reunite for a new Fenty Skin campaign ad to highlight everyday sun protection.
The Pro Filt’r Fluid Flex Foundation retails for $48 USD and arrives on the brand’s website on September 4, 2026.
Rihanna founded Fenty Beauty in 2017 with LVMH and serves as the brand’s CEO and lead creative director. Outside of her own companies (Fenty Beauty, Fenty Skin, Fenty Hair, and Savage X Fenty), she has starred in brand campaigns for Armani, Balmain, Budweiser, and Dior.
Aside from Rihanna, Fenty Beauty frequently partners with top music and entertainment talent. It signed Memphis rapper GloRilla as a dual ambassador across Fenty Beauty and Savage X Fenty, tapped actress Madison Bailey for cosmetics campaigns, and featured rapper A$AP Rocky across skincare and grooming initiatives
Takeaways
Replacing a brand’s most famous flagship product is a bold move in the beauty industry. Rather than keeping the original foundation formula as a legacy item, Rihanna and Fenty Beauty chose to retire it in favor of modern Japanese cosmetic engineering.
Consumer preferences have shifted away from heavy, stiff matte coverage toward flexible, breathable textures that look like real skin. By completely re-engineering the 50-shade system, Fenty Beauty reinforces the standard of shade inclusivity it established nearly a decade ago.
How will longtime fans of the original 2017 matte formula react to the updated fluid texture and ingredient profile? Will other legacy makeup brands follow suit and reformulate their best-selling matte products to meet current skincare-first trends?
