Fenty Beauty retires Pro Filt’r Soft Matte Foundation and prepares a new launch

From the moment it launched, Pro Filt’r helped reshape expectations around shade diversity. With its extensive range, the product quickly became a benchmark in the industry, to the point of being inducted into Time magazine’s Best Inventions Hall of Fame in 2025, which recognised its role in setting a new standard.

The brand says it has now drawn on nine years of customer feedback and shade-matching experience to develop the next step in its complexion offer. While no details have yet been revealed about the upcoming launch, Fenty Beauty insists it has been shaped with its community, in response to its expectations and routines. In the comments under its announcement, the brand summed up this transition by saying it is making way for “another icon”.