New Year, New Fenty Beauty…Including the Brand’s First Concealer (in 50 Shades, No Less)

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Flashback to 2017, when a little brand called Fenty Beauty made its debut…and quickly stole the cosmetics show. With the most inclusive range of makeup shades we’ve seen (in knockout formulations, no less), Rihanna disrupted the beauty world for the better. It’s now 2019 and, of course, she’s doing it again.

The brand is launching its first concealer, Pro Filt’r Instant Retouch Concealer…in a whopping 50 shades. And if bad gal Ri Ri herself calls it “the cure for bags, dark circles, hangovers and bad decisions,” you know it’s going to be good.

According to a press release, the formula is long-wearing and crease-proof with a soft matte finish just like the brand’s foundation. Each of the 50 shades was developed to complement, not match, its corresponding foundation (which is also getting an additional ten new shades). And finding your shade is easy: Per the brand, you start with your foundation number and adjust based on what you want to cover. For example, you can go up one or two shades to hide blemishes or dark spots, or choose the same number to conceal under your eyes.

The product launches in Sephora stores (and online) on January 11.



Senior Food Editor

Katherine Gillen is PureWow’s senior food editor. She’s a writer, recipe developer and food stylist with a degree in culinary arts and professional experience in New York City...