Fenty Beauty Retires Iconic Foundation

Fenty Beauty is retiring its celebrated Pro Filt'r Soft Matte Longwear Foundation, a product that redefined beauty standards upon its 2017 debut. Initially launched with 40 shades and later expanded to 50, this foundation was lauded for its revolutionary inclusivity, particularly for deeper skin tones.

The decision to retire the product is part of Fenty Beauty's evolution, aiming to introduce a new generation of complexion offerings. The brand emphasized that years of customer feedback have guided the development of these upcoming products.

This iconic foundation earned a place in Time magazine's Best Inventions Hall of Fame, cementing its legacy. Fenty Beauty credits its community for inspiring the next wave of innovation, promising a new icon that will push the industry forward.