- Fenty Beauty listened to customer feedback and developed a new formula to address oxidation and transfer issues.
- The new foundation features a lightweight, buildable coverage that looks natural and feels comfortable.
- Fenty Beauty expanded the shade range and included more neutral undertones to improve shade matching.
Fenty Beauty foundation just got a makeover. Fenty Beauty rereleased their groundbreaking Pro Filt’r Fluid Flex Foundation with a new formula and more shades. I had the chance to join a select group of beauty editors, in NYC, to preview and try the new and improved Pro Filt’r Fluid Flex Foundation.
The Foundation Of Fenty Beauty
I remember, like yesterday, when Fenty Beauty revolutionized the industry, in 2017, with their game-changing Pro Filt’r Foundation in an unprecedented 40 shades. It forced the industry to embrace the vast melanin spectrum and the chemistry behind our skin. It became an industry standard for brands to offer a wide range of shades for deeper skin tones. (Thank you, Ri Ri)
Being a pioneering beauty brand comes with lessons. Customers flocked to the shelves for the affordable foundation and for years it was a go-to for women of color. But years of feedback would show that one of the pain points with the iconic foundation was how much it oxidized during wear. For women like me, it left us appearing orange and it transferred so easily.
This new formula addresses those concerns.
According to the official press release,
Expertly crafted in Japan, Fluid Flex Foundation Technology is a smooth and breathable polymer blend, engineered to move with you and infused with…
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Read Full Article by Shamika Sanders at hellobeautiful.com
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