Fenty Beauty Drops a New Pro Filt'r Hydrating Longwear Foundation

Rihanna’s makeup brand Fenty Beauty has just announced the launch of a new foundation in the Pro Filt'r range, the Pro Filt'r Hydrating Longwear Foundation. The new complexion product comes in no less than 50 shades, bridging the gap between different skin tones and ethnicities.

"I wanted to take Pro Filt’r beyond skin tone to serve all skin types. Nothing is more important to me than making sure that everyone feels included."- Rihanna

The new foundation is much alike the Soft Matte Longwear Foundation, and the key innovation is a moisture-boosting complex, including Grape Seed Oil and Sodium Hyaluronate, that provides deep hydration and makes it ideal for dry skin. While the Soft Matte Foundation delivers long-lasting, full coverage, the new Pro Filt'r Hydrating Longwear Foundation provides hydrating, medium-to-full coverage and a fresher finish. As an added benefit, the foundation adds radiance to complexion, helping you to look dewy all summer long.

Moreover, for the first time ever, medium-to-full coverage is also longwearing and moisturizing, with a smooth natural finish that looks and feels like second skin. The formula is sweat and humidity resistant, it provides UV protection, and builds easily without clogging the pores and setting into the lines. The packaging is equally innovative - a portable tube that makes it easy to carry with you wherever you go. 

Those 50 shades of the new hydrating foundation perfectly correspond to the 50 shades of the Soft Matte Longwear. In addition, the price remains the same, which means that the Pro Filt'r Hydrating Longwear Foundation retails for $35.00. The foundation is set to launch alongside an accompanying Pro Filt’r Hydrating Primer ($32.00). It drops at Sephora on August 15, but it's already available for PRE-ORDER!

Fenty Beauty Pro Filt'r Hydrating Longwear Foundation

Foundation

Fenty Beauty by Rihanna Pro Filt'r Hydrating Longwear Foundation is a hydrating medium to full coverage foundation suitable for all skin tones and skin types. ...

Price $35.00

Fenty Beauty PRO FILT'R Soft Matte Longwear Foundation

Face

PRO FILT'R  is a soft matte, long-wear foundation with build-able, medium to full coverage. It gives skin an instantly smooth, pore-diffused, shine-free finish ...

Fenty Beauty Pro Filt'r Hydrating Primer

Foundation Primer

Fenty Beauty by Rihanna Pro Filt'r Hydrating Primer is a moisturizing makeup primer for normal to dry skin. It instantly nourishes and moisturizes while improv ...

Price $32.00

Marina Milojević

Marina Milojević is a senior editor at Fragrantica. She’s been a member of the team since 2010. Marina writes for BeautyAlmanac and Luxois, ...(more)