Fenty Beauty Discontinues Its Iconic Pro Filt’r Soft Matte Foundation

Beauty lovers were left stunned after reports that Fenty Beauty is discontinuing its original Pro Filt’r Soft Matte Longwear Foundation. While the brand has since expanded its complexion range, the decision marks the end of one of the most influential foundation launches in modern beauty.

When Rihanna introduced Pro Filt’r in 2017 with an unprecedented 40 shades (later expanded to 50), it completely changed the industry’s approach to inclusivity. For years, people with deeper skin tones had been overlooked, often forced to mix foundations to find a suitable match. Fenty Beauty proved that offering an extensive shade range wasn’t just possible it was commercially successful.

The “Fenty Effect” quickly swept through the beauty industry. Competing brands rushed to expand their own foundation ranges, making inclusivity the new standard rather than the exception.

Although beauty trends have shifted towards skin tints and radiant finishes, the impact of Pro Filt’r extends far beyond a single product. It redefined consumer expectations, challenged the beauty industry to do better, and cemented Rihanna’s place as one of the most influential innovators in cosmetics. Some products launch trends Pro Filt’r changed the rules.