Fenty Beauty is discontinuing its iconic Pro Filt’r Soft Matte Foundation.
In an Instagram post, the brand said it was preparing to “retire” the foundation, which is widely credited with bringing greater shade inclusion to the beauty industry.
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First launched in 2017, Pro Filt’r Soft Matte Foundation debuted with 40 shades, and was later extended to 50.
Last year, the product was named in Time magazine’s Best Inventions Hall of Fame list, because it “set a new standard in the industry”.
Fenty Beauty said in the Instagram post: “As we prepare to retire Pro Filt’r Soft Matte Foundation, we are reflecting on the moments that made it more than a product.
“The reviews. The stories. The ‘finally found my shade’ moments.
“For nearly a decade, you have shared your feedback, trusted us with your routines, and helped shape the future of complexion products at Fenty Beauty.
“Because while Pro Filt’r helped redefine what inclusion in beauty could look like, we never stopped listening, and we will always keep evolving.
“Over the past nine years, we have shade matched, gathered your responses, and learned exactly what you wanted from your next foundation.
“What is coming next was not created in a lab alone. It was shaped by the community that inspired it.”
The LVMH-owned brand, which was founded with singer Rihanna in 2017, is selling through stock of Pro Filt’r Soft Matte Foundation, with 50% off across its website and global retailers “while supplies last”.
Cosmetics Business has contacted Fenty Beauty for comment, including why the foundation has been discontinued and what will be coming next.
In a reply to comments on the Instagram post, Fenty Beauty teased: “We are making way for another icon.”
Several beauty brands have recently reformulated foundation products, including Estée Lauder and Armani.
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