Fenty Beauty Unveils Pro Filt'r Fluid Flex Foundation: A Game-Changer in Inclusivity and Quality
Rihanna's Fenty Beauty is revamping its foundation lineup with the introduction of the Pro Filt'r Fluid Flex Foundation. This new formula, priced at $48, will be available in 50 shades, offering a wide range of undertones and neutrals. The brand is also launching the Pro Filt'r Fluid Flex Foundation Brush for $36, designed with dense, wavy bristles for easy application. Both products will be released globally on September 4th on fentybeauty.com, Sephora, and Ulta Beauty.
Rihanna expressed her commitment to inclusivity and quality in a statement, emphasizing the brand's dedication to meeting customer feedback and expectations. The Fluid Flex Foundation features a polymer blend technology crafted in Japan, with long-wear pigments and starfruit extract for oil control. Erin O'Neill, Fenty Beauty's chief brand officer, highlighted the brand's innovative approach to creating a new foundation formula from scratch, focusing on shade matching and real-world testing.
The brand's dedication to continuous improvement is evident in its approach to shade development. Roshini Greenwald, North America general manager of Fenty Beauty, emphasized the importance of consumer feedback in shaping future product offerings. Fenty Beauty's commitment to inclusivity and innovation has been a hallmark of the brand since its launch in 2017 with support from LVMH's Kendo Brands.
In conclusion, Fenty Beauty's Pro Filt'r Fluid Flex Foundation represents a new chapter in the brand's commitment to diversity and quality in makeup products. With a focus on shade inclusivity and customer feedback, Fenty Beauty continues to set new standards in the beauty industry.