We asked, and Rihanna listened. If like me, you were wowed by Fenty’s 40—now 50—shades of foundation but didn’t find Pro Filt’r’s “soft matte” finish an ideal match, the groundbreaking brand has another offering in-store, come Aug. 15. That’s right; for those of us who need a little more moisture in our makeup, there will now be 50 shades of hydrating foundation to give us the natural glow we’ve been craving.
Formulated for normal to dry skin types, the new Pro Filt’r Hydrating Foundation is part of a three-part system the beauty brand is introducing to satisfy the needs of all its fans, including a new hydrating primer and kabuki brush. But the finish isn’t exclusive to us dryer types, purportedly offering a more luminous, but still long-wearing option to anyone who wants it, in a new, squeezable tube that will hopefully be good for getting every last drop. And if you were lucky enough to find your perfect shade in Fenty, thankfully, there’s no need to get shade-matched all over again, as the new formula is a one-to-one match with the original Pro Filt’r line.
Of course, Fenty’s just the latest beauty brand to make the foundation market a little less flat, as of late. Pat McGrath recently entered the arena with her Sublime Perfection line, which also abandons the ubiquitous matte finish for a dewier one. With two of the leading black-helmed brands bucking the matte trend, can we expect less chalky, ashen faces in our futures? One can only hope because no finish ever fits all, and frankly, as fall and winter inevitably approach, we need all the moisture we can get.
As always, you can try out Fenty Beauty’s latest at Sephora, JCPenney, Harvey Nichols in the U.K., and of course, on the Fenty Beauty site.