FENTY Beauty is set to introduce its new Pro Filt’r Fluid Flex Natural Matte Longwear Foundation in Guyana on September 4, offering consumers a new 50-shade range designed to provide flexible, natural-looking coverage across a broad range of skin tones.
The foundation, developed over nearly three years, is described as the beauty brand’s latest evolution of its Pro Filt’r line and was shaped by more than seven years of consumer feedback. According to the company, Rihanna and the Fenty Beauty team revisited the original shade range, refining undertones and introducing more neutral options to make shade matching easier.
The product is available in 50 newly developed shades and uses Fluid Flex Foundation Technology, described as a smooth and breathable polymer blend designed to move with the skin. It provides medium, buildable coverage with a natural matte finish, while its pigments are formulated to resist oxidation.
The foundation is also described as waterproof and resistant to sweat, humidity and transfer. It contains starfruit extract for oil and shine control and is designed to provide all-day wear while maintaining a skin-like appearance.
Fenty Beauty said the development process involved approximately 800 hours of work and more than 30 prototypes tested across multiple continents, lighting conditions and video scenarios, with input from industry experts and consumers.
The brand has also introduced new virtual shade-matching tools on its website and TikTok, while in-person Fenty Shade Match-Up Events are scheduled to begin in stores worldwide on September 5.
In Guyana, the Pro Filt’r Fluid Flex Natural Matte Longwear Foundation will retail for US$48, while the new Pro Filt’r Fluid Flex Foundation Brush 165 will retail for US$36. Both products will be available at Glamour Beauty from September 4.
The foundation comes in a frosted-glass faceted bottle with a metallic cap and pump mechanism, with the shade number and undertone identified on the side of the bottle.
Fenty Beauty, founded by Rihanna in partnership with KENDO Brands, launched in 2017 with a focus on making beauty products accessible to people across a wide range of skin tones. The company says its portfolio is guided by its “Beauty For All” mission.
