If there's one thing you can count on Fenty Beauty to do, it's give the people what they need — even if they didn't know they needed it. Launch after launch, Rihanna and her team seem to be leading the pack with inclusive shade ranges and innovative formulations, not to mention on-trend, high-impact color cosmetics that help you get creative with your beauty routine. And just in case you wondered whether the forward-thinking beauty brand would be slowing down any time soon, the soon-to-drop Fenty Beauty Pro Filt’r Hydrating Longwear Foundation is here to prove it's still on a roll.
When asked what matters most in developing her beauty empire, Rihanna says inclusivity reigns supreme. Indeed, Fenty Beauty has essentially single-handedly turned the industry on its head, ushering in a new era of makeup made to fit into anyone's lifestyle and urging beauty buffs to demand more from their favorite brands (because why shouldn't you have concealer that seamlessly matches your complexion, and lipsticks that flatter your skin tone). Now, Fenty Beauty's out to prove it's got all its loyal fans in mind, with a totally retooled take on its best-selling Pro Filt'r foundation.
"I wanted to take Pro Filt’r beyond skin tone to serve all skin types," Rihanna said in an official statement. "Nothing is more important to me than making sure that everyone feels included." Thus, the new Pro Filt’r Hydrating Longwear Foundation, $35, was born. It's a first-of-its-kind foundation launching on Aug. 15, which miraculously combines medium-to-full coverage and all-day staying power with a hydrating, lightweight formula that has a natural, second-skin finish.
Everything beauty buffs love about the original Pro Filt'r foundation — aka, the skin-perfecting coverage and inclusive range of 50 hues so you can find your perfect match — but in a hydrating formula that gives those with drier skin a natural, healthy finish. Plus, it's sweat-resistant, humidity-resistant, and won't clog pores or settle into fine lines on your face throughout the day. Expect an even, flawless-looking complexion that still has your skin looking like skin (not overly matte, but not unreasonably dewy, either).
To achieve the formula that fans have been calling for, Fenty Beauty infused the foundation with grape seed oil and sodium hyaluronate (aka hyaluronic acid) to boost your complexion's hydration levels upon application and throughout the day. The light-as-air formula, which dispenses via a perfectly-dosed pump, will help your face feel comfortable from morning to night and keep skin looking plump and healthy. Think of this like a supercharged tinted moisturizer, with all the hydrating benefits plus the coverage you actually want for a photo-ready complexion.
Launching in tandem with the new foundation is a moisture-rich take on the brand's much-loved primer, the Pro Filt'r Hydrating Primer, $32, to bring an even bigger dose of hydration and prime the face for a lasting look. And, Fenty Beauty developed the ideal Kabuki-Buff Foundaion Brush, $36, to help you seamlessly blend your new foundation on skin. Talk about getting what you never knew you needed, right?
Check out the forthcoming foundation from Fenty Beauty below, and bookmark its landing page so you can shop it as soon as it drops.