When Rihanna launched Fenty Beauty in 2017, she did so with 40 different shades of foundation. This inclusive debut collection—and its massive success—disrupted the beauty industry, making it clear to other makeup brands that there was a demand for a wide, diverse range of tones. Rihanna pretty much set a new standard in the space. And she’s not stopping.
Rihanna announced that Fenty Beauty will be introducing Pro Filt’r Concealers. And they’ll be even more inclusive than the brand’s initial launch, available in 50 shades to suit customers’ skin tones. Oh, and you don’t have to wait long to shop them—the drop is only 10 days away.
Giving life to hungover souls on New Year’s Day, Fenty posted a few Instagrams on January 1 to announce the launch. “New year, New #FENTYBEAUTY! ??♀️ We got #THECURE to your #newyearseve hangover! On January 11, we’re dropping 50 BRAND NEW shades of creamy, creaseproof, and longwearing #PROFILTRCONCEALER! Get it at fentybeauty.com, @sephora, @harveynichols, and #SephorainJCP!!”
That’s right: In less than two weeks, Fenty Beauty’s Pro Filt’r Concealers will be shoppable at FentyBeauty.com, Sephora (both in stand-alone stores and those in J.C. Penney)—and, for anyone reading this across the pond, at Harvey Nichols.
“We all got a lil’ something to cover up!” reads another Instagram from Fenty announcing the launch. “Blemishes, dark circles, bags, and even hangovers, #PROFILTRCONCEALER is #THECURE to hiding it all in a creamy formula that’s longwearing and creaseproof. Who’s ready to get it on January 11??”
Rihanna herself put up a Pro Filt’r Concealer video tutorial on Youtube, so we know exactly how to apply it when the time comes.
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The product covers; it brightens; it can even be used as highlighter (she applies it on the bridge of her nose and brow bone.) In the video, Rihanna that if you know your Pro Filt’r Foundation shade, there’s a concealer shade that corresponds—taking the guesswork out of finding the perfect shade. She also eliminated one of our pet concealer peeves: “Especially with a formula like this that dries down and matifies eventually, you expect it to start getting tacky, but this formula does not,” she says in the video.
Also dropping January 11? Fenty Beauty Pro Filt’r Setting Powder in eight translucent shades…
… plus, 10 more Pro Filt’r Foundation Shades—to match the 50 concealer shades, naturally—and great new tools to complement the products: a Powder Puff Setting Brush, Lil Precision Makeup Sponge Duo, and a Concealer Precision Brush.
Here’s to a 2019 full of Fenty—and more inclusivity in the beauty industry.
Related Stories:
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One Year Later, This Is the Real Effect Fenty Has Had on the Beauty Industry
Fenty’s Highlighter Brush Is Rihanna’s Best Product, Don’t @ Me
