Fenty Beauty makes Allure's 5 Most Innovative Beauty Product Launches of 2018 list Pro Filt'r Foundation Makeup

Fenty Beauty makes Allure’s 5 Most Innovative Beauty Product Launches of 2018 list

Fenty Beauty took over the world and was praised by makeup artists and industry professionals since its drop. But the most important praise comes from ordinary people who can finally find products for themselves and feel included in the makeup world. Allure magazine published its list of The 5 Most Innovative Beauty Product Launches of 2018 which is based on readers votes and Fenty Beauty’s most important product – Pro Filt’r Soft Matte Longwear Foundation – was chosen as the most innovative beauty product in makeup category. The Pro Filt’r Soft Matte Longwear Foundation is available in 40 shades.

Fenty Beauty by Rihanna Pro Filt’r Soft Matte Longwear Foundation

Fenty Beauty makes the Allure's 5 Most Innovative Beauty Product Launches of 2018 list Pro'Filtr Foundation

“For the longest time, many makeup brands looked at a bell curve of skin tones and made shades to match just the women in the middle. If you stay in that range, you’ll make money, but women with dark skin won’t get served. I still can’t find my own shade without mixing,” says cosmetic chemist Ni’Kita Wilson, who describes her skin tone as medium brown with yellow undertones. Fenty threw away the bell curve and created 40 carefully calibrated foundation shades that everyone can actually wear. When the line launched, the darkest colors quickly sold out — but that was just the beginning. Fenty has had a powerful ripple effect, with other brands expanding their own foundation ranges. “Making shades that really work on dark skin has to be a true commitment and investment; there are so many undertones that need to be represented,” Wilson says. “My daughter has red undertones and could never find the right foundation. Now she can wear Fenty.”

Fenty Beauty was recently awarded at the very first Vogue Beauty Awards with Pro Filt’r Soft Matte Longwear Foundation being awarded in Beauty Game-Changer Of The Year category.

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