Fenty Beauty Is Launching the Pro Filt’r Concealer in 50 Shades

Marci Robin
It's being introduced along with new tools, setting powder, and 10 more shades of Pro Filt'r Foundation.

Fenty Beauty made an epic first impression on the beauty industry when it launched in 2017 with a trend-setting 40 shades of foundation. Nearly as celebrated was the introduction of the brand's Match Stix, 25 shades of a creamy formula that could be used as both contouring makeup and concealer. But now Rihanna is making her biggest move yet in the complexion-cosmetics category with the launch of Pro Filt’r Concealer in an incredible 50 shades.

In the caption of a video posted to Instagram New Year's Day, Fenty Beauty says, "We got #THECURE to your #newyearseve hangover! On January 11, we’re dropping 50 brand new shades of creamy, creaseproof, and longwearing #PROFILTRCONCEALER!" Hopefully no one will still be hungover by January 11, but regardless, this is huge — and Rihanna clearly knows it because she introduces the new product herself.

"It's a new year. Half of y'all lookin' busted," Rihanna says in the Instagram video, promising she's got the cure to said busted-ness. "Fenty Beauty to the rescue. We are making brand-new concealer." In the short clip, she goes on to say, "So as long as you know your Pro Filt'r shade," — referring to the foundation — "we have a corresponding concealer to match. And you don't even have to figure it out."

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If you'd like a little help figuring out how to use it, though, Rihanna's got you covered. The Instagram clip is just the beginning. As promised in the caption, there's a full tutorial for Pro Filt’r Concealer on YouTube:

In the two-and-a-half-minute video, Rihanna shares her favorite way to use the doe-foot applicator concealer. Sometimes she applies it directly under her eyes in an almost triangular shape; other times, she applies some to her hand before using a concealer brush. "Especially with a formula like this that dries down and mattifies eventually, you expect it to start getting tacky," she says, "but this formula does not." Rihanna also uses it on the bridge of her nose and her brow bone for a bit of a highlight, and blends it over a zit on her jawline, making it practically disappear.

As if the concealer alone weren't exciting enough, it turns out to be just one of several new launches. Another Instagram post shows a whole array of base-makeup products with a caption stating, "It's a new year and the #PROFILTR family just got bigger with 3 NEW PRODUCTS! 🎉" In addition to the concealer, the caption says, the brand is introducing 10 new shades of Pro Filt'r Foundation, 8 "truly translucent" shades of Pro Filt'r Setting Powder, the new Powder Puff Setting Brush, Lil Precision Makeup Sponge Duo, and the Concealer Precision Brush.

We'll be sure to update this post as we get more information about the launches. Until then, make plans to visit fentybeauty.com next Friday.

Now read more about Fenty Beauty:

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