Overview
- Fenty announced the official replacement Wednesday and set a global launch date of Sept. 4 at fentybeauty.com, Sephora and Ulta with the Fluid Flex foundation priced at $48 and an accompanying brush at $36.
- Fluid Flex uses a polymer blend made in Japan with color-stable longwear pigments that resist oxidation and starfruit extract to help control oil and shine.
- The 50-shade range was created from an initial 80 shades and narrowed after five live shade-matching events around the world to increase neutral undertone options.
- Early reviews praised the lighter, more skin-like matte finish and improved shade matches while noting the formula can still settle into texture similar to other matte bases.
- Industry sources project roughly $70 million in first-year sales and the relaunch underscores Fenty’s role in pushing inclusive shade standards and a move toward iterative, community-driven product development.