Beauty Industry

Time Names Fenty Beauty Foundation on Its Best Inventions

Fenty Beauty's Pro Filt'r Foundation offers a huge range of shades to truly match a variety of skin tones, especially darker skin tones.

October 13, 2025

By: Rachel Klemovitch

Assistant Editor

Time revealed its Best Inventions Hall of Fame 2025, including Fenty Beauty’s Pro Filt’r Soft Matte Longwear Foundation as one of the most impactful innovations of our time.

First introduced in 2017 with the launch of Fenty Beauty, the Pro Filt’r Foundation ignited a change in the beauty world by amplifying Rihanna’s mission of “Beauty for All.”

With 40 shades and a formula that includes a skin-loving soft-matte finish, Fenty Beauty Pro Filt’r Soft Matte Longwear ignited a global movement surrounding beauty standards.

Time writes,

“Foundation is supposed to match a person’s skin tone… But makeup hasn’t always matched actual skin colors so well. In 2017, Fenty Beauty debuted a foundation with a huge range of hues, setting a new standard for the industry. Its immediate success pushed other makeup companies to be more color-inclusive and create more and better options for people with darker skin tones.”

The Pro Flit’r Foundation also paved the way for Soft’lit Naturally Luminous Longwear Foundation, Eaze Drop Lightweight Blurring Skin Tint, and Eaze Drop Blur + Smooth Tint Stick foundations and over 50 shades.

Pro Filt’r Soft Matte Longwear Foundation offers an all-day second-skin feel – without the grease or shine.

This matte, longwear foundation delivers lightweight, medium-to-full coverage with a radiant, pore-smoothing + diffusing, soft-matte finish that resists sweat + humidity.

Soft’lit Naturally Luminous Longwear Foundation is a hydrating, longwear foundation that delivers a naturally radiant finish with a second-skin feel. Available in 50 flexible shades for all.

Eaze Drop Lightweight Blurring Skin Tint is a 3-in-1, buildable, skin tint that hydrates, blurs, and evens out skin, delivering smooth, instantly blurred skin in just a few easy drops.

Eaze Drop Blur + Smooth Tint Stick is a light coverage, longwear, tint stick that melts effortlessly for a second-skin, natural, crease-proof finish. The creamy, smooth texture instantly blurs thanks to its QuickBlur complex.