Fenty Beauty is discontinuing its iconic Pro Filt’r Soft Matte Foundation. First launched in 2017, Pro Filt’r Soft Matte Foundation debuted with 40 shades, and was later extended to 50. Fenty Beauty said in the Instagram post: “As we prepare to retire Pro Filt’r Soft Matte Foundation, we are reflecting on the moments that made it more than a product.​“The reviews. The LVMH-owned brand, which was founded with singer Rihanna in 2017, is selling through stock of Pro Filt’r Soft Matte Foundation, with 50% off across its website and global retailers “while supplies last”. In a reply to comments on the Instagram post, Fenty Beauty teased: “We are making way for another icon.”