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Fenty Beauty is officially sunsetting the product that revolutionized the modern cosmetics industry. The brand announced on Instagram on July 17 that it is discontinuing its legendary Pro Filt’r Soft Matte Longwear Foundation to clear the stage for a mysterious new complexion product.
While the brand has not cited an explicit reason for pulling the plug, Fenty Beauty teased that the upcoming release is designed to take its place: "We are making way for another icon."
Setting a new standard
When Rihanna launched Fenty Beauty in 2017, the Pro Filt’r Soft Matte Foundation debuted with a groundbreaking 40-shade range, later expanded to 50 shades.
The line’s unrivaled breadth forced the broader beauty industry to confront its historical lack of inclusivity, sparking what commentators dubbed the "Fenty Effect." In recognition of its cultural and industry-wide impact, the foundation was inducted into Time magazine’s Best Inventions Hall of Fame in 2025 for having "set a new standard in the industry."
Reflecting on the legacy of the game-changing formula, Fenty Beauty shared in a statement:
"As we prepare to retire Pro Filt’r Soft Matte Foundation, we’re reflecting on the moments that made it more than a product... For nearly a decade, you’ve shared your feedback, trusted us with your routines, and helped shape the future of complexion products at Fenty Beauty."
What comes next?
The beauty landscape has recently seen legacy heavyweights like Estée Lauder and Armani overhaul their signature complexion lines. However, Fenty Beauty has stopped short of calling its upcoming product a simple "reformulation."
Details regarding the secret launch, including its official name, finish, price point, shade count, or exact release date, remain tightly under wraps. What the brand did reveal is that the new formula is the result of nine years of customer feedback and shade-matching data.
"What’s coming next wasn’t created in a lab alone," the brand stated. "It was shaped by the community that inspired it."
