Fenty Beauty Brings Its Pro Filt’r Fluid Flex Launch to Miami This Weekend

Fenty Beauty is celebrating the launch of Pro Filt’r Fluid Flex Foundation with a Miami pop-up, and everyone is invited to experience it firsthand. The event, held under the banner “Made to Move With You,” takes place September 19 and 20, from 12:00 to 5:00 PM at Paradise Plaza, Suite 129, bringing the campaign experience directly to the public.

Photo Credit: Fenty Beauty

Guests attending the Miami event can look forward to an exclusive preview of Pro Filt’r Fluid Flex, stepping inside the campaign experience itself ahead of its public rollout. The pop-up is built around three core moments: discovering a personalized shade match, customizing a Fluid Flex foundation to that match, and capturing a campaign-style photo moment on site. It’s a hands-on, individualized experience rather than a simple product demo, consistent with the shade-matching infrastructure Fenty has built out globally for this specific launch.

Photo Credit: Fenty Beauty

Pro Filt’r Fluid Flex isn’t a simple reformulation. It replaces the original Pro Filt’r Soft Matte Longwear Foundation, the product that launched Fenty Beauty in 2017 with 40 shades and reset the industry’s entire approach to shade inclusivity, after nine years on shelves. The new formula spent roughly three years in development, incorporating more than seven years of consumer feedback, and expands the range to 50 all-new shades built around expanded neutral, warm, and olive undertones designed to make shade matching genuinely easier rather than simply broader. The foundation itself, engineered in Japan using what Fenty calls Fluid Flex Foundation Technology, is built to bend and stretch with movement and expression while resisting oxidation throughout the day.

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Photo Credit: Fenty Beauty

Rihanna has described the launch as nothing short of a full rebuild. According to Fenty Beauty’s chief brand officer, the team was asked to reconstruct the formula and shade range from the ground up rather than simply adjust what already existed, testing 80 shades globally before narrowing to the final 50. The brand has also introduced the Unfiltr’d Inbox, a direct feedback channel letting customers flag shade or wear concerns as they encounter them, extending the same community-driven approach that shaped Fluid Flex into how the product will keep evolving after launch.

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