Fenty Beauty is retiring its Pro Filt’r Soft Matte Longwear Foundation as the brand prepares to launch a new generation of complexion products, according to a corporate social media announcement. The original foundation debuted in 2017 with 40 shades before expanding to 50, earning a spot in Time magazine’s Best Inventions Hall of Fame and fundamentally altering shade range expectations across the global cosmetics industry.
The Impact of the Pro Filt’r Soft Matte Foundation
When singer and businesswoman Robyn Rihanna Fenty introduced Fenty Beauty, she centered the brand on inclusivity for deeper skin tones that historically faced limited options in major retail beauty collections. According to Fenty Beauty, the Pro Filt’r Soft Matte Foundation served as a movement that reshaped consumer expectations and expanded shade availability industry-wide.
The product officially entered the South African market in 2022, addressing long-standing local frustrations regarding underserved skin tones in commercial makeup ranges. By providing 50 shades globally, the product became a bestseller and earned critical recognition, including its placement in Time magazine’s Best Inventions Hall of Fame.
Transitioning to a New Complexion Era
Rather than quietly phasing out the legacy product, the company confirmed the retirement alongside plans for a subsequent complexion lineup. According to Fenty Beauty, years of customer reviews, personal stories, and community feedback directly guided the development of the upcoming collection.
While specific release dates and product details remain unannounced, the brand stated it is making way for a new icon. Makeup enthusiasts now face a final opportunity to purchase the original formula as stock depletes.
Pro Tip: If the Pro Filt’r Soft Matte Longwear Foundation is your daily go-to match, check remaining inventory levels with authorized retail partners before current stock completely sells out.
Frequently Asked Questions
Is Fenty Beauty discontinuing the Pro Filt’r Soft Matte Longwear Foundation?
Yes. Fenty Beauty confirmed that the foundation is officially being retired to make way for a new generation of complexion products, according to the brand’s official statements.
What made the original Fenty Beauty foundation a game-changer?
The foundation launched with an unprecedented 40 shades—later expanding to 50—which established a new industry standard for inclusivity, particularly for deeper skin tones that had been historically underserved by major beauty brands.
Will there be a replacement product?
Fenty Beauty has teased a new complexion launch inspired by years of customer feedback and community stories, though specific product details are not yet released.
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