We Tried Rihanna’s New Foundation, Which Is Replacing Cult-Favorite Pro Filt’r

4 min read

It seems commonplace now, but when Fenty Beauty launched the Pro Filt’r foundation with 40 shades in 2017, it was completely unprecedented. Prior to Rihanna’s first foundation launch, many lines topped out around 20 shades, but Pro Filt’r set a new industry standard. Now, Rihanna is continuing to innovate in the base space with a new hero foundation (Pro Filt’r Fluid Flex Natural Matte Longwear Foundation), which will replace the original. It launches on September 4 in 50 shades. “Rihanna started hearing feedback that our original foundation was feeling too full-coverage matte, and that consumers were starting to think of it more as a special occasion product,” explains Erin O’Neill, Fenty Beauty’s chief brand officer.

Some customers also thought that the original shade range, while extensive, leaned warm. That’s why this foundation has an emphasis on neutral shades. “Rihanna’s vision has always been to create a space where everyone feels seen and included,” says O’Neill. “This range is truly a reflection of the widespread range of skin tones and undertones we see globally.” And while the foundation is still matte, it’s more natural and skin-like than the original version.

One thing seems clear: this new formula is a brainchild of Fenty consumers and Rihanna herself. Fenty intends to continue this conversation with its new Shade Hotline: The Unfiltr’d Inbox, which is a customer service chat widget on the Fenty site for people to share their thoughts and honest feedback with the brand. The ELLE beauty team decided to take Fluid Flex for a spin and see how it stacks up to the original Pro Filt’r formula. Keep reading for our own Unfiltr’d thoughts.

Katie Berohn, Beauty Editor

“I will be the first to admit that I was not a fan of the original Pro Filt’r formula. I have neutral undertones and I’ve never been into matte foundations, even in 2017 when it launched. While the new Fluid Flex foundation is matte, it’s certainly more forgiving—you can still see your skin through it and it has a much more flexible finish. If I needed my foundation to last all day (like at a wedding or an event), this finish would be better for that than a glowier formula. Some foundations either read too warm or too cool on my skin, but this one blends in seamlessly. My one qualm is that, like many other matte formulas, it does settle into texture and fine lines a bit, but a smoothing primer would help mitigate that.”

Nerisha Penrose, Beauty Commerce Editor

“As a full-glam makeup lover, I’ve been an OG Fenty Beauty foundation wearer since Rihanna changed the game in 2017. Since then, I’ve welcomed other Fenty foundations and tints into my arsenal, but this latest iteration reminds me of why I fell in love with the brand in the first place. One pump to each side of my face was enough to cover the dark marks I’m working hard to fade. All I ask of a foundation is to make me look as natural and skin-like as possible, rather than cakey, like most full-coverage formulas. Like the ‘flex’ the name mentions, the dry-down of this product highlights the luminosity of my skin while remaining matte. It feels like I have nothing on.”

Tasha Smith, Beauty Assistant

“I am about to spill one of my beauty secrets: I only apply foundation to the bottom half of my face. Odd, I know. But I’ve found that by doing this, I get a more seamless blend once I apply my other products and am able to use less foundation for a smoother finish. The issue, though, usually lies with finding a foundation shade and formula that covers hyperpigmentation and leaves my skin feeling hydrated. Enter Fenty’s new foundation. The natural-matte finish blended beautifully into my skin, and the shade 536W was a perfect match. As someone with dry skin, I tend to steer clear of matte formulas, but I was shocked by how comfortable this felt on my skin. I never doubted Rihanna for a second. In Fenty I trust.”

Emma Aerin Becker, Associate Beauty Commerce Writer

“I don’t think I’ve worn a matte foundation since 2016, but after applying this new one from Fenty, I might just have to return to my roots. First of all, I’ve never experienced a better shade match in my life (shout-out to 326N). It blended out seamlessly with the brand’s foundation brush and provided an even complexion without creating the cakey, flat-looking base I’d expect from a matte formula. In fact, my skin still had a natural sheen, and the formula felt impressively lightweight. While I wouldn’t typically reach for a medium-coverage foundation with a natural-matte finish for everyday errands, I can absolutely see this becoming a staple in my full-glam routine.”