After three years of development and listening to customer feedback, Rihanna is introducing a new Pro Filt’r formula designed to move with the skin.
September 4, 2026: Rihanna is officially giving beauty lovers something new to obsess over. The singer and entrepreneur announced the launch of Fenty Beauty’s new Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a formula she says was created after years of listening to customer feedback, testing formulas and rethinking what foundation should feel like on the skin.
“she’s hereeee!!” Rihanna wrote in her Instagram announcement, celebrating the arrival of the new foundation and telling fans that the product is now available globally.
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Rihanna Spent Three Years Developing the New Formula
According to Rihanna’s announcement, the new foundation has been three years in the making.
The Fenty Beauty founder explained that the team spent that time researching customer feedback, comments and direct messages before testing numerous new formulas. The goal was to create a foundation capable of moving with the wearer rather than sitting heavily on the skin.
The result is the brand’s Fluid Flex Foundation Technology, which Fenty Beauty describes as technology designed to bend, flex and stretch with every movement and emotion. The company says the formula is intended to remain smooth without creasing or settling, whether you’re smiling, crying or simply going about your day.
Image Credit: Instagram @badgalriri
The New Pro Filt’r Comes in 50 Shades
One of the biggest parts of the launch is the shade range.
The Pro Filt’r Fluid Flex Natural Matte Longwear Foundation is available in 50 new shades, with Fenty Beauty saying the range was created with more finely tuned undertones and additional neutral options to make shade matching easier.
Rather than simply expanding the existing range, Rihanna went back to the drawing board. Fenty Beauty says the original shade range was reworked after consumer feedback, with undertones fine-tuned and formulas tested in different locations around the world.
This keeps Fenty Beauty’s long-standing focus on inclusivity at the centre of the new launch.
What Is the Fluid Flex Foundation Like?
The new foundation is designed to offer medium, buildable coverage with a natural matte finish.
Fenty Beauty describes it as lightweight and skin-like, while also positioning it as an extreme longwear formula. It is waterproof and designed to resist creasing, sweat, humidity and transfer. The brand also says it can last for up to 12 hours.
Another notable addition is starfruit extract, which Fenty Beauty says helps with oil and shine control throughout the day.
The formula is intended to work across all skin types while maintaining a natural-looking finish.
Image Credit: Instagram @badgalriri
Rihanna Says the Formula Feels Different
Rihanna has also shared her own enthusiasm for the new product.
In the brand’s description of the foundation, she says she fell in love with how lightweight the formula feels and how well it matches her skin, particularly highlighting its neutral undertones.
That emphasis on comfort is important because the new Fluid Flex foundation isn’t being marketed simply as another high-coverage makeup product. Instead, Fenty Beauty is positioning it as something that can keep up with real life.
The idea is simple: your foundation should move when you move.
A New Chapter for Pro Filt’r
The launch also marks an important change for one of Fenty Beauty’s most recognizable products.
The original Pro Filt’r Soft Matte Longwear Foundation is being retired to make room for the new Fluid Flex formula. Fenty Beauty says remaining stock of the original product will continue to be available while supplies last, although availability varies by retailer and region.
The original Pro Filt’r became one of Fenty Beauty’s signature products after its launch, particularly because of its extensive shade selection. The new foundation therefore has some big expectations to meet.
Fenty Beauty is clearly hoping the updated formula can maintain what customers loved about Pro Filt’r while addressing feedback about texture, undertones and how the foundation wears throughout the day.
Image Credit: Instagram @badgalriri
Fenty Beauty Continues Its Inclusive Beauty Mission
Since launching Fenty Beauty, Rihanna has consistently made shade inclusivity one of the brand’s defining characteristics.
The new Fluid Flex foundation continues that approach, but the brand says this latest range isn’t simply about having a large number of shades. The focus is also on creating more nuanced undertones so customers can find a closer match.
Fenty Beauty currently describes the new range as its best 50-shade range yet, with more neutral undertones and color-true pigments intended to help reduce oxidation.
That combination of shade diversity and formula technology is at the heart of the launch.
How to Apply the New Foundation
Fenty Beauty recommends applying one pump in thin layers for medium coverage, spreading it across the skin and then using a stippling motion to build coverage where needed.
For fuller coverage, the brand recommends adding another thin layer rather than applying a heavy amount all at once.
Fenty Beauty also recommends pairing the foundation with its Fluid Flex Foundation Brush 165 for application and setting it with its You Mist Makeup-Extending Setting Spray.
The new formula is currently being rolled out globally, giving beauty fans around the world the chance to try Rihanna’s latest take on foundation.
Rihanna’s Latest Beauty Move Has Fans Paying Attention
With three years of development behind it, a completely reworked shade range and technology designed to move with the skin, the Pro Filt’r Fluid Flex Foundation represents a significant update for Fenty Beauty.
And Rihanna’s announcement makes it clear that customer feedback played a major role in getting the product here.
The singer has built Fenty Beauty around listening to what consumers actually want from makeup, and this launch follows that same philosophy.
Whether you’re looking for a natural matte finish, buildable coverage or a foundation designed to withstand long days, the new Fluid Flex formula is clearly aiming to cover all the bases.
FAQs
What is Rihanna’s new Fenty Beauty foundation?
Rihanna has launched the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, a lightweight, medium-buildable foundation designed to move with the skin.
How many shades does the new Fenty foundation have?
The new Pro Filt’r Fluid Flex Foundation comes in 50 all-new shades with refined undertones and additional neutral options.
What finish does the Fluid Flex Foundation have?
The foundation has a natural matte finish and provides medium, buildable coverage.
Published by HOLR Magazine