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When Fenty Beauty launched in 2017, it did something that, in hindsight, seems obvious but wasn’t at the time: it started with a foundation range wide enough to match far more skin tones. Nine years later, the brand has just retired that original foundation and replaced it with a completely rebuilt version. If you’re a long-time Fenty fan, or considering the brand for the first time, 2026 is a big year to pay attention. Here’s a full, honest breakdown of what Fenty Beauty is, what’s changing, and whether it’s worth it.
What Is Fenty Beauty?
Fenty Beauty is a makeup brand founded by Rihanna and launched on September 8, 2017, developed with Kendo, the beauty incubator owned by the luxury group LVMH. The two sides signed a deal in 2016 to create a 50/50 partnership, with Rihanna and LVMH each holding half of the business, and the brand debuted in 17 countries on the same day. Its headline product was the Pro Filt’r Soft Matte Longwear Foundation, which came in 40 shades at launch and was later extended to 50.
The reason the launch mattered is that, at the time, many prestige foundation lines offered a much narrower range of shades, often skewed toward lighter tones, which left many shoppers without a good match. Fenty’s approach, building the range around a wide spectrum of skin tones and undertones from the start, pushed the rest of the beauty industry to expand its own offerings, an effect that’s often called the “Fenty effect.” Since then, the brand has grown beyond makeup into skincare, with Fenty Skin, and hair care, with Fenty Hair, and it has expanded its retail reach, including a partnership with the UK retailer Space NK.
Fenty Beauty’s Big 2026 Change: A New Foundation
The biggest news for shoppers is that Fenty Beauty has discontinued its original foundation. In July 2026, the brand announced it was retiring the Pro Filt’r Soft Matte Foundation, marking down remaining stock by 50 percent while supplies lasted. On September 4, 2026, it launched the replacement, called Pro Filt’r Fluid Flex Natural Matte Longwear Foundation.
Here’s what’s different:
- A completely rebuilt shade range — the new foundation has 50 all-new shades, with fine-tuned undertones and more neutrals, which the brand says were developed over roughly three years and more than 30 prototypes
- A new numbering system — shade names and numbers have changed, so your old shade doesn’t automatically correspond to a new one
- A new formula — described as a natural matte, longwear foundation with oil and shine control, containing starfruit extract
- A matching brush — the Pro Filt’r Fluid Flex Foundation Brush
- A feedback tool — the brand introduced an “Unfilt’rd Inbox” on its website where shoppers can give feedback on shades, including where the brand is still missing the mark
- Pricing — the foundation was priced at $48 in the US and the brush at $36
For shoppers, the practical takeaway is that you can’t simply re-order your old shade. Use the brand’s shade finder, compare in-store testers at a retailer if you can, and check the return policy before you buy, since shade matching is the biggest risk when buying foundation. If you prefer a glowier or more hydrating finish, the brand’s Soft’Lit hydrating foundation is an alternative to look at, since the new Fluid Flex is a matte formula.
Fenty Beauty’s Ownership: What to Watch
Because Fenty is a 50/50 partnership, it’s worth knowing that its ownership could change. In October 2025, Reuters reported that LVMH was exploring a sale of its 50 percent stake in the brand, working with the investment bank Evercore. I haven’t found confirmation of an outcome, so this is a situation to watch rather than a settled fact. For everyday shoppers, nothing about the products changes because of this, but it’s a useful piece of background if you follow the beauty industry.
What Does Fenty Beauty Sell?
Foundation and Complexion
The brand’s core category, including the new Pro Filt’r Fluid Flex foundation, along with the Pro Filt’r Instant Retouch concealer and setting powder, which launched in 2019, plus tinted and hydrating base options.
Lip Products
Including the brand’s popular Gloss Bomb lip gloss, which the brand even let fans help shape through a Roblox experience where users created and voted on shade ideas.
Cheeks, Eyes, and Highlighters
Blushes, bronzers, highlighters, eyeshadows, and eye products in a wide range of colors.
Brushes and Tools
Makeup brushes and sponges designed to pair with the brand’s products.
Fenty Skin
A skincare line that extends the brand’s approach beyond makeup.
Fenty Hair
A hair care line launched as part of the brand’s expansion.
Is Fenty Beauty Good Quality?
Fenty Beauty has a strong reputation for shade range, wearability, and bold, easy-to-use products, and its foundation has been recognized by the industry, including being named to TIME’s Best Inventions Hall of Fame. The decision to retire and rebuild its signature foundation from scratch also shows the company is willing to evolve its hero product rather than coast on past success.
As with any makeup brand, it’s best to keep expectations realistic: formulas are not one-size-fits-all, and the matte, longwear approach of the new foundation may suit oily and combination skin better than very dry skin without good prep. Reading reviews for your specific skin type, testing shades in person where possible, and checking the ingredient list if you have sensitivities are the best ways to avoid a mismatch.
How Does Fenty Beauty Compare to Other Makeup Brands?
| Feature | Fenty Beauty | Typical Prestige Makeup Brand |
|---|---|---|
| Launched | September 8, 2017 | Varies |
| Founder | Rihanna | Varies |
| Ownership | 50/50 with LVMH (via Kendo), with LVMH reportedly exploring a sale of its stake | Varies |
| Foundation shades | 50 (all-new range, 2026) | Varies, often fewer |
| Hero launch product | Pro Filt’r foundation | Varies |
| Range | Makeup, skincare, hair care | Varies |
| New foundation price (US) | $48 | Varies |
Tips for Buying Fenty Beauty
- Don’t assume your old shade will carry over to the new foundation, since the numbering and shade range have changed
- Use the shade finder and test in person if you can, and check the return policy
- Consider your skin type, since the new foundation is a matte formula
- Give feedback through the Unfilt’rd Inbox if a shade doesn’t work for you
- Compare retailers for prices, sets, and sales
- Patch test if you have sensitive skin or allergies
Final Verdict: Is Fenty Beauty Worth It?
Fenty Beauty changed what shoppers expect from a foundation range, and in 2026 it’s making a bold move by rebuilding its signature product from the ground up. The new Pro Filt’r Fluid Flex foundation, with 50 new shades and a new numbering system, is a significant update, though it means existing fans will need to re-match their shade. With the possibility of ownership changes in the background, the brand is in a period of transition, but its products and reputation remain strong. For shoppers who want a wide shade range and bold, modern makeup, Fenty Beauty is well worth trying.
Frequently Asked Questions
Who founded Fenty Beauty?
Fenty Beauty was founded by Rihanna and launched on September 8, 2017, in partnership with LVMH’s beauty incubator Kendo.
Who owns Fenty Beauty?
Fenty Beauty is a 50/50 partnership between Rihanna and LVMH, held through Kendo. In October 2025, Reuters reported that LVMH was exploring a sale of its stake.
Did Fenty Beauty discontinue its foundation?
Yes, the brand retired the original Pro Filt’r Soft Matte Foundation in 2026 and replaced it with Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, launched on September 4, 2026.
How many shades does the new Fenty foundation have?
The new Pro Filt’r Fluid Flex foundation has 50 all-new shades with a new numbering system.
Can I use my old Fenty foundation shade for the new one?
Not directly, since the shades were rebuilt and renumbered. Use the shade finder, test in person if possible, and check the return policy.
How much is the new Fenty foundation?
The new Pro Filt’r Fluid Flex foundation launched at $48 in the US, and the matching brush at $36
