Rihanna is shaking up the foundation game again with Fenty Beauty introducing 50 new shades. The beauty brand has unveiled its new Pro Filt'r Fluid Flex Foundation, featuring fresh undertones developed after years of customer feedback looking for better matches.
The new foundation is set to launch on 4 September 2026, replacing Fenty Beauty's original Pro Filt'r Soft Matte Longwear Foundation. With a new formula, a natural matte finish and a wider focus on undertones, Rihanna is betting the new range will make finding the right foundation shade easier for even more shoppers.
Rihanna Teases a New Pro Filt'r Foundation
Rihanna shared the news on social media with a short teaser for the new foundation. The post introduced the Pro Filt'r Fluid Flex Foundation and said Fenty Beauty had perfected '50 brand new shades and undertones' based on what customers asked for.
The teaser also gives fans a first look at the new bottle and makeup formula. The words 'MADE TO MOVE WITH YOU' appear in the video, pointing to a foundation designed to move with the skin instead of sitting heavily on top of it.
The new product is officially called the Pro Filt'r Fluid Flex Natural Matte Longwear Foundation. According to Hypebae, Fenty Beauty developed the formula over three years in Japan, using more than seven years of customer feedback to help shape the new product.
The 50 Shades Are Built Around Undertones
Shade matching is one of the biggest parts of this launch. Fenty Beauty says it rebuilt the shade range from the start and added more choices for different undertones, including cool, warm, golden, peach and olive tones.
Fenty Beauty by Rihanna is dropping Pro Filt'r Fluid Flex Foundation in 50 shades 🔥
— Fenty Headlines (@FentyHeadlines) August 19, 2026
Crafted in Japan, Fluid Flex Technology is a polymer blend with color-true longwear pigments that resist oxidation, while starfruit extract helps oil and shine control.
Out Sept 4 for $48 pic.twitter.com/UdMiPNIRtV
That matters because two people can have a similar skin depth but still need very different foundation shades. A foundation can look too pink, yellow or orange if the undertone is not right, so having more choices can make a big difference when trying to find a natural match.
Fenty Beauty first created 80 shades for the new Fluid Flex Foundation with 5 global shade matching events to get to a range of 50:
— Fenty Headlines (@FentyHeadlines) August 19, 2026
"The real art of what we do is live shade matching on real people, and that’s a really important part” ~ Erin O'Neill, Chief Brand Officer pic.twitter.com/NxgvVpEYP7
Fenty is also expected to add new virtual shade-matching tools to help shoppers choose their colour. The goal is to make online shopping easier, since customers cannot test the foundation on their skin before buying.
A New Formula Is Replacing the Original
The new foundation also marks a major change for one of Fenty Beauty's best-known products. The original Pro Filt'r Soft Matte Longwear Foundation is being retired, with Fenty's website telling customers to buy remaining stock while supplies last.
The replacement is designed to offer medium, buildable coverage with a natural matte finish. Fenty says the Fluid Flex formula is made to resist oxidation, transfer, sweat and humidity while still moving with the skin throughout the day.
Fenty Beauty by Rihanna will launch the “Unfiltered Inbox” to where consumers can give the brand a live feedback about the products:
— Fenty Headlines (@FentyHeadlines) August 19, 2026
“We really do view shade development as an ongoing, never-ending process” ~ Roshini Greenwald, North America General Manager at Fenty Beauty pic.twitter.com/1MFxIaFueR
The formula also includes starfruit extract, which the brand says helps control oil and shine without taking away the matte look. The new foundation will cost $48 (£35) in the US and is scheduled to launch on Fenty Beauty's website on 4 September.
Why the Launch Matters for Fenty Beauty
Fenty Beauty has built much of its name around giving shoppers more foundation choices. When the brand launched in 2017, its original Pro Filt'r foundation arrived with 40 shades, a move that helped push the beauty industry toward wider shade ranges.
The current Pro Filt'r Soft Matte foundation is listed by Fenty Beauty as having 50 shades, but the brand has now decided to move on to a new formula. The company says its next step comes after customer testing and research aimed at improving both the formula and the shade range.
For Rihanna, the September launch is more than another makeup drop. It is a chance for Fenty Beauty to update one of its most famous products while keeping the focus on shade choice, comfort and real-world wear, and fans will not have long to wait to see if the new formula lives up to the hype.
