Fenty Beauty is this generations’ brand to beat. After it’s launch, it was responsible for “the Fenty effect”, which led to numerous brands being inclusive with their shade ranges – a feat that seemed impossible only a while ago. Whether it’s purely a business front, or genuine inclusivity, is up to the brand’s trying to cater to the rest of us. However, Rihanna-led-Fenty Beauty has, since the very beginning, made it a point to be put across.

The brand holds numerous products in their line, but one thing had certainly been missing all this while – a mattifying primer. And come July 19th, it will officially be live.

PRO FILT’R MATTIFYING PRIMER

“I wanted to create the ultimate anti-shine primer that’s especially great for oily skin, and this is it.”

– Rihanna

SHINE-STOPPING, PORE-DIFFUSING FINISH.
EXTENDED MAKEUP WEAR.
Give it to me quick:

A next-level mattifying primer for combination to oily skin that works instantly to deliver maximum all-day shine control. Furthermore, improves and extends foundation wear.

Tell Me More:

Give combination to oily skin the matti’tude adjustment it’s always needed. With the same lightweight, cushiony texture that fans of the original Fenty Beauty primer know and love, Pro Filt’r Mattifying Primer takes anti-shine to the next level. It is responsible for giving skin the ultimate fresh, clean slate for your Fenty Face.

Instantly mattify skin, fight shine all day, and smooth the look of pores without feeling tight or dry. Paired with any Pro Filt’r foundation, this oil-free face primer helps makeup blend better, last longer, and stay looking and feeling fresh all day without caking.

Made with a unique blend of Blue Agave Extract and blurring powders—known for mattifying with a filter-like effect—this universal primer melts into all skin tones. Also, it leaves behind nothing but an instant soft-focus canvas that keeps your skin in the game all day. A little goes a long way—apply where you need it (think T-zone, around the nose, and chin).

As mentioned before, the Pro Filt’r Mattifying Primer drops on fentybeauty.com on the 19th. Credit cards at the ready!