Rihanna is rewriting the foundation rules with Fenty Beauty's latest launch
Picture: Social media
Rihanna is giving beauty lovers another reason to rethink what they expect from foundation.
After retiring a make-up fave, the Fenty Beauty founder has announced the new Pro Filt’r Fluid Flex Natural Matte Longwear foundation. It is a fresh take on one of the brand’s most recognisable complexion products.
The new formula is set to launch globally on 4 September 2026. The brand will offer 50 shades to suit different skin tones and undertones.
The announcement follows Fenty Beauty’s retirement of its original Pro Filt’r Soft Matte Longwear Foundation. This left fans wondering what would replace the cult favourite.
Explaining the new launch, Rihanna wrote, “Meet our NEW foundation, Pro Filt’r Fluid Flex. Designed to bend, stretch + stay smooth through smiles, tears, sweat + everything in between.”
Now, she appears to be answering that question with a foundation designed with movement and sweating in mind.
What makes Rihanna’s new foundation different?
The Pro Filt’r Fluid Flex Foundation is designed to move with the skin rather than sitting heavily on top of it.
According to Fenty Beauty, the natural matte formula is meant to provide longwear coverage while letting skin flex with facial expressions. For beauty lovers, that could mean a polished complexion. It will do so without feeling overly stiff or cakey throughout the day.
The 50-shade offering also continues Fenty Beauty’s reputation for prioritising inclusivity, with different undertones considered across the range.
The brand has built much of its global appeal around making foundation shopping easier for consumers. These are consumers who have traditionally struggled to find suitable shades.
Is it available in South Africa?
Not yet.
The Pro Filt’r Fluid Flex Foundation officially launches globally on 4 September 2026 (or around that date). Therefore, South African beauty lovers will have to wait for local stock to arrive.
However, there is reason to expect the product to make its way to South Africa.
Fenty Beauty is already officially available through local retailers including ARC Store and Edgars. At the same time, the brand also operates a South African online site.
That existing retail presence makes a local rollout more likely. However, Fenty has not yet confirmed an exact South African launch date or pricing.
For now, shoppers can keep checking Fenty Beauty’s South African website, ARC Store and Edgars for updates.
Why South African beauty lovers should watch this launch
Foundation shade matching can be particularly challenging for consumers with complex undertones, and a wider shade selection can make a significant difference.
With 50 shades and multiple undertones, Rihanna’s latest launch could once again put inclusivity at the centre of the beauty conversation.
