There is a before and after in the foundation industry, and the dividing line is September 2017, when Rihanna launched Fenty Beauty with 40 shades. The message was clear and commercial: makeup is for everyone, and if your brand could not be bothered to make shades for deep skin tones, that was a choice, not a limitation.
The industry scrambled to respond. Within six months, virtually every major brand had expanded its shade range. Some did it thoughtfully. Others simply added the darkest and lightest shades they could mix and called it inclusive. But Fenty had already won the cultural moment, and the Pro Filt'r foundation became one of the best-selling foundations in the world.
So does the product itself hold up? After four weeks of daily wear across multiple shades and skin types, our answer is yes — with a few caveats. The matte finish is genuinely beautiful on normal-to-oily skin. It blurs pores, controls shine for a solid eight hours, and photographs exceptionally well. The formula is buildable from medium to full coverage without looking cakey.
On dry skin, however, it can emphasize texture and cling to flaky patches. If your skin tends toward dryness, the Hydration version (also excellent) is the better choice. The original Pro Filt'r is designed for people who want a matte, filtered finish — and it delivers that promise more consistently than most competitors at any price point.
Fenty did not just make a good foundation. It made the industry acknowledge that millions of people had been systematically ignored.
How It Compares Now
Five years in, the competition has caught up on shade range. NARS, MAC, and even drugstore brands like Maybelline now offer 30-40+ shades. What keeps Pro Filt'r relevant is the formula itself. At $40, it outperforms foundations at twice the price. The matte finish is smooth rather than flat, and it does not oxidize significantly throughout the day — a common problem with drugstore alternatives.
The packaging, however, could be improved. The pump dispenses more product than most people need for a single application, and the bottle is opaque, making it impossible to see how much is left. These are minor complaints about an otherwise outstanding product.
The Verdict
Fenty Pro Filt'r remains one of the best foundations on the market, full stop. The shade range that started a revolution is now matched by competitors, but the formula itself continues to earn its bestseller status.
Our rating: 4.5 out of 5. A genuinely excellent foundation that also changed the industry. Rare combination.