Fenty Beauty3 September 2026
Fenty Beauty’s New Foundation Is Changing the Game (Again)
Fenty Beauty is back with more legendary industry innovation. A weightless, waterproof formula that stretches with every smile, smooch and side-eye? Yep, it’s like wearing nothing but your birthday suit.
Looks like skin, feels like nothing
Now with more neutrals for max flexibility + easier shade matching.
Find your shadeYour face has plans… and Fenty said your foundation should keep up. Meet its latest invention, Pro Filt’r Fluid Flex Natural Matte Longwear Foundation: the base that refuses to sit still.
No creasing or clocking off before your pre-bedtime cleanse… it’s a formula that’s very similar to Bad Gal RiRi herself: totally unstoppable.
Flex Education
The name says it all: Fluid Flex Foundation Technology moves with your skin. Giving you medium, buildable coverage and a natural matte finish that still looks (and feels) like skin, it’s also lightweight and made to hold up against all the elements (sweat, humidity, transfer, fading, tequila shots), so your base can hold it down from the morning commute all the way to late-night cocktails.
Then there’s the shade range… Rihanna and the Fenty team went back to the drawing board, taking years of customer feedback and using it to fine-tune undertones and add more neutral shades to its 50-part color range. The result? Your most custom match yet.
“I just fell in love with the formula, how light it was, how it matched my skin perfectly, the neutral undertones, all of the things that I wanted better in a foundation. Once you start using this, it’s over.”
Rihanna
Fenty Legacy
When Fenty Beauty arrived in 2017, it changed the beauty landscape forever. Launching with The Pro Filt’r foundation (delivering 40 shades, a record-breaking range that was far from the norm), Rihanna put inclusivity front and centre by challenging an industry that had long overlooked so many skin tones. One thing was clear: beauty was for everyone, and the industry needed to catch up. Fast.
And so the “Fenty Effect” was born. Overnight, the industry knew it needed to take inclusivity much more seriously. It was a shift that made history books, with TIME naming Fenty Beauty one of its Best Inventions of 2017. Fenty didn’t just raise the bar… it showed the beauty world how much it needed raising by.
This example-making spirit is very much alive in Fluid Flex. Reinvent the wheel? That could never be Rihanna. Rather than giving an old favourite an easy refresh, the Fenty team went back to the drawing board to push boundaries all over again. Fluid Flex is another reminder that Fenty doesn’t wait for the beauty industry to catch up… it keeps moving the conversation forward with its fresh ideas and cutting-edge formulas.
What’s the Verdict?
With revolutionary skin-like coverage and technology designed to flex with every (e)motion, Fluid Flex is Fenty doing what Fenty does best: making a base that feels anything but basic.
Find your Fenty fit and shop Pro Filt’r Fluid Flex Foundation on Borderfree, now shipping worldwide with fuss-free global delivery.
Rihanna’s Been Listening
Everything you loved about Pro Filt’r Soft Matte, now even better.
More neutrals, better matches
Neutrals give everyone more options, making it easier to find your match.
Lasts all day + night
Resists sweat, humidity, fading + transfer.
For all skin types
Lightweight, natural matte finish.
Made to move with you
Fluid Flex Foundation Tech bends + stretches for all-day smooth wear.
