THE WHAT? Fenty Beauty is discontinuing its Pro Filt’r Soft Matte Foundation, marking the end of one of the brand’s flagship products as it prepares to introduce a next-generation complexion offering.
THE DETAILS Launched in 2017, Pro Filt’r became a benchmark for inclusive shade ranges and helped reshape the global foundation market. The company said its successor has been developed using nearly a decade of consumer feedback, shade-matching data and product performance insights. As the product is phased out, Fenty Beauty is offering a 50% discount across global retail partners and its direct-to-consumer channels while existing inventory lasts.
THE WHY? The transition highlights how leading beauty brands are using consumer data and product lifecycle management to refresh core portfolios, maintain competitiveness in the complexion category and drive the next phase of innovation through retailer and DTC channels.
Source: INSTAGRAM
