The Fenty Effect is credited when it comes to diversity and inclusivity in the beauty industry. Now whether the inclusion is a business move, or a genuine feeling, that’s between the brand and their Lord. But what is fact is that Fenty Beauty is one of the first brands to not play favourites since day one. And not only does it mean being inclusive in the shade range, it means being one in the skin type category too. Hence, after the global success of their Pro Filt’r Matte Foundations, RiH and Fenty are about to drop their take on a hydrating one.
Dry homies, rejoice!
FENTY BEAUTY PRO FILT’R HYDRATING FOUNDATION
HYDRATING, MEDIUM TO FULL COVERAGE FOR ALL SKIN TONES.
LONGWEAR, LIGHT AS AIR.
Give it to me quick:
A first-of-its-kind hydrating longwear foundation that delivers it all. With comfortable medium to full coverage, serious staying power, and natural finish perfect for normal to dry skin—all in a groundbreaking range of 50 shades.
The shades match those of the original Pro Filt’r and of course are categorized into Light, Medium, Tan and Deep. Furthermore, they include the various undertones.
Rihanna created this foundation with Grape Seed Oil and Sodium Hyaluronate to give skin the nourishing hydration it needs to stay comfortable all day. Longwear, coverage, and hydration: Now you can have it all! Unlike the original Pro Filt’r, this babe comes in a portable tube that makes it easy to take with you wherever you go.
Similar to it’s predecessor, the Pro Filt’r Hydrating Longwear Foundation has a sweat and humidity resistant formula. Instantly even out skin without clogging pores or settling into fine lines. Plus, the longwearing, light-as-air texture is undetectable on skin—so you always look like you.
The Pro Filt’r Hydrating Foundation drops on the brand’s website on the 15th of August. Moreover, it will also have a synonymous primer to go along with it.
