Is Fenty Beauty's Pro Filt'r Foundation Discontinued? What Happened and What's Next
Fenty Beauty is retiring Pro Filt'r Soft Matte Foundation. Here is what the brand confirmed on July 17, 2026, where to find discounted stock, and what a successor might include.
Illustrative stock photo, not the featured product. Photo by Birgith Roosipuu / Unsplash · License
What Fenty Beauty announced
On July 17, 2026, Fenty Beauty told followers on Instagram that it is retiring Pro Filt’r Soft Matte Foundation, the product that launched the brand in 2017. The caption called the move a step toward “another icon” without naming what that product is. In a reply to comments on the same post, the brand added only that it is “making way for another icon.”
Why this product mattered
Pro Filt’r Soft Matte Foundation launched with 40 shades in 2017 and later grew to 50, a range that is widely credited with pushing the wider beauty industry toward more inclusive shade matching, according to Cosmetics Business. In 2025, Time magazine named the foundation to its Best Inventions Hall of Fame for setting a new standard in the category. Those nine years of history are part of why shoppers reacted strongly: comments on Fenty’s own announcement describe the foundation as “the best I’ve ever used” and ask the brand to reconsider.
Where to find remaining stock
Fenty Beauty is selling through existing inventory at 50 percent off across its retail partners and on fentybeauty.com while supplies last, per the Instagram post. Global Cosmetics News confirmed the discount covers both direct to consumer orders and retailer channels, though stock varies by shade and by store. Shoppers looking for a specific shade should check fentybeauty.com directly rather than assume a retailer still carries it.
What comes next
Fenty Beauty has not named, priced, or dated a replacement. According to the brand’s Instagram caption, the next foundation was developed using nearly nine years of consumer feedback, shade matching data, and product performance testing gathered since Pro Filt’r launched. Global Cosmetics News reported that the change fits a broader pattern of beauty brands refreshing hero products to stay competitive in a crowded foundation category, pointing to recent reformulations from Estee Lauder and Armani as examples of the same trend.
What isn’t confirmed yet
Cosmetics Business said it contacted Fenty Beauty for details on why the foundation was discontinued and what replaces it, and had not received a response as of its July 21 report. No launch date, price, or shade count has been published for the successor. Shoppers should expect a separate announcement once Fenty Beauty is ready to introduce the new formula, rather than a direct swap tied to the current discount period.
What shoppers are doing now
Reaction has continued well past the initial announcement. Shopper posts through July and into August kept circulating under tags describing the product as discontinued, with some asking for dupes and others reporting that their preferred shade had already sold out both online and in stores. That pattern, an announcement followed by weeks of shoppers still hunting for the exact shade or a replacement, is the clearest sign of how attached the product’s user base became over its nine years on shelves.