Fenty Beauty unveils the new Pro Filt'r Fluid Flex foundation and an experiential pop-up in Rome Rihanna renews her beauty revolution

When Rihanna entered the world of beauty with shades suitable for everyone, she set a new standard, forever changing the market. Today it raises the bar again with Fenty Beauty's greatest innovation and what defines the brand's rebirth: the Pro Filt'r Fluid Flex Natural Matte Longwear Foundation. The community is at the center of this new launch, developed taking into account more than seven years of feedback to create and perfect a formula and range of shades that meet consumer needs. Available in 50 completely new shades developed with strict criteria, Pro Filt'r Fluid Flex adapts and follows every movement and emotion, offering a uniform and flexible hold throughout the day with a natural-looking finish.

The formula and technology of the new Pro Filt'r Fluid Flex

Masterfully crafted in Japan, Fluid Flex Foundation technology is a smooth, breathable polymer blend, designed to move with you and enriched with long-lasting, color-faithful pigments that resist oxidation. Its medium, adjustable coverage offers a real skin effect finish thanks to a next-generation natural matte formula that looks like real skin and doesn't feel on it, from the moment of application until you're ready to go to bed. In addition, the foundation is resistant to water, sweat, humidity and no-transfer; it is enriched with carambola extract for a control of sebum and shine that lasts all day.

Fenty Beauty brings the 'Flex Agency' to Rome: the pop-up in Piazza Cavour

To celebrate the launch of the new foundation, Fenty Beauty opens the doors of The Fenty Beauty Flex Agency in Rome. An immersive experience that invites each person to express their modeling soul, find the perfect shade and above all reveal their personality in front of the lens. Conceived as a real casting agency, the Fenty Beauty Flex Agency celebrates a vision that remains faithful to the brand's DNA: there is no single talent. Each face has its own distinctive signature, its own style, its own flex. Through four different stages, visitors can create their own Talent Card, enjoy a personalized shade matching session with a professional Fenty Beauty Make Up Artist and participate in a photo shoot inspired by the brand's campaign. The pop-up will be open to the public on September 18 and 19, 2026, from 11:00 to 19:00, at the Showroom in Piazza Cavour in Rome.