Since its launch in 2017, Fenty Beauty has been known for its inclusive approach to beauty and the brand is constantly looking out for new opportunities to expand its offering. Case in point: the addition of a further 10 shades to its Pro Filt’r Soft Matte Longwear Foundation range. The range launched with a ground-breaking 40 shades and after a round of global research the brand has added 10 new shades across each of its categories for an even greater personalised finish for more women across the world. According to a release, “Rihanna personally found people that we didn’t have a shade for yet and flew them into the Fenty Beauty product development offices to be colour-matched in person to make sure they got it exactly right.”
RiRi’s hands-on approach is well-documented, with the star telling the crowd at her Dubai masterclass last year how seriously she takes the formulation of her products, saying, “I take formula really seriously. I don’t play with that. I will send something back to the lab a thousand times. I will promise to put something out and then it will not make it to the shelf because it’s not perfect. If it’s not perfect, it cannot come out.”
The launch of the extended size range coincides with the release of the brand’s new Pro Filt’r Instant Retouch Concealer which is available in 50 shades, too.