When Rihanna launched her eponymous make-up brand in 2017, to say it revolutionised the make-up industry would be an understatement. At a time when many cosmetics labels offered just 10 to 20 foundation shades, Fenty Beauty launched with 40, then expanded to 50. There were exceptions, of course, but Fenty set a new industry standard, proving that shade ranges should not only be expansive but genuinely inclusive, with equal consideration for every skin tone from the fairest to the deepest, rather than disproportionately catering to light and medium complexions. The brand’s instant commercial success – reportedly generating $100 million in the first 40 days – showed that inclusivity is a powerful business model and the blueprint that all should follow.
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Since then, Fenty Beauty has launched thousands of new products, but its newly unveiled Pro Filt’r Fluid Flex Natural Matte Longwear Foundation marks the biggest foundation launch since the brand’s inception, offering 50 new shades. More than simply an update to its predecessor, the formula has had an entire rethink. Each shade has undergone vigorous reworking to better capture the subtle nuances of undertone, while an expanded selection of neutral shades makes it easier to find a seamless match.
The formula offers a medium, buildable coverage with a matte finish – and just one swipe is a testament to its prowess. Alongside long-wearing credentials, it’s designed to be waterproof and resistant to sweat, humidity and transfer. The ingredient list has also been enhanced, with starfruit extract to help control shine and a polymer blend designed to flex with facial movements for a comfortable, skin-like finish and no tell-tale creases.
The beauty team has put the Fenty Beauty foundation to the test. Here are our honest verdicts.
Pro Filt'r Fluid Flex Natural Matte Longwear Foundation
I’ll be honest, after a summer of barely looking at make-up, the idea of wearing a foundation was anathema to me. I had enjoyed months of not putting my face on, as it were, and I was enjoying the time back and the ease that afforded me. And so I embarked on this foundation with trepidation – almost determined not to like it. Well, long story short, it is fab. Firstly, the formulation is creamy but really light, and you only need a teeny amount, yet it delivers full coverage. Which is my dream foundation. But best of all, it doesn’t look like foundation – instead it just looks like great skin. (This is also thanks to the extensive shade range, which has obviously been painstakingly formulated to ensure you find something as close as possible to your shade - as opposed to something that resembles a mask). Now, if you are of the super glowy skin disposition, this might not be for you. But for anyone looking for a great natural matte (i.e the kind that doesn’t leave you looking comatose), this is perfect.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation
With a slight tan, I’ve largely eschewed complexion products since May, reaching for CC cream at most when I’ve needed a little extra coverage. So, applying a proper foundation was something of a shock to the system – but the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation quickly reminded me of just how transformative make-up can be.
The first time I applied the new Fenty Beauty foundation, I was taken straight back to 2017 and my first experience with the original Fenty foundation: that remarkable ability to blur imperfections and unevenness while leaving the complexion looking fresh and luminous. The new formula takes that effect a step further.
Ellie Davis at 8am, and then at 10pm
I applied shade 316N, which was a better match for my lingering summer tan, and within five minutes I’d already received plenty of compliments on my skin. The following day, I opted for the slightly lighter 276N and warmed it up with bronzer – and the compliments continued.
Most impressively, the foundation didn’t seem to budge. Applied at 8am, it still looked remarkably fresh by 5.30pm at the end of the working day, with minimal signs of fading or settling. By 10pm, when I finally removed my make-up, the formula was still firmly in place – a testament to its incredible lasting power.