# Expansive Moisturizing Foundations The Pro Filt'r Hydrating Longwear Foundation Suits Dry Skin By Laura McQuarrie | Published 2019-08-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/moisturizing-foundation References: [popsugar](https://www.popsugar.com/beauty/Fenty-Beauty-Pro-Filtr-Hydrating-Longwear-Foundation-Review-46471281) & [fentybeauty](https://www.fentybeauty.com/pro-filtr/hydrating-longwear-foundation/FB30020.html?cgid=makeup-face-foundation&dwvar_FB30020_color=FB0340) Fenty Beauty is continuing to expand upon its portfolio of innovative foundation cosmetics with the all-new Pro Filt'r Hydrating Longwear Foundation, — a comfortable, [long-lasting](https://www.trendhunter.com/trends/architecture-soft-matte-foundation) and moisturizing foundation that's suitable for normal to dry skin. While many people love the flawless look that a matte foundation can create, some skin types do not work well with those formulas. As such, Fenty Beauty set out to create a [hydrating foundation](https://www.trendhunter.com/trends/hydra-luxe-luminous-skin-perfecting-foundation) to make it look as though "your skin just had a much-needed drink of water." The [skin-nourishing foundation formula](https://www.trendhunter.com/trends/about-face-1) is packed with beneficial ingredients like grapeseed oil and sodium hyaluronate. To top it off, the cruelty-free foundation collection is offered in an expansive 50-shade range that offers matches for very fair to deep skin tones. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 5% | Activity: 32% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Hydrating Foundations:** Creating foundations that provide hydration and nourishing ingredients can disrupt the cosmetic industry by catering to consumers with dry skin types. - **Expanded Shade Ranges:** Expanding shade ranges like Fenty Beauty's 50 shades can create a competitive advantage for cosmetic companies by offering inclusivity and tapping into diverse markets. - **Skin-nourishing Cosmetics:** Developing cosmetics that incorporate beneficial ingredients like grapeseed oil and sodium hyaluronate can potentially disrupt the beauty industry by offering added skincare benefits. ### Industries Being Reshaped - **Cosmetics:** Cosmetics companies can disrupt the industry by developing hydrating foundations and expanding shade ranges to cater to diverse skin types and tones. - **Skincare:** The skincare industry can benefit from developing makeup that incorporates beneficial ingredients like grapeseed oil and sodium hyaluronate, tapping into the demand for multitasking products. - **Fashion:** Fashion and beauty companies can create a competitive advantage by offering inclusivity and catering to diverse consumer markets through expanded shade ranges and skin-nourishing cosmetics. ## Related on Trend Hunter - [Hydrating Tinted Moisturizer](https://www.trendhunter.com/trends/vegan-tinted-hydrating-fenty-moisturizer.md) - [Clean Hydrating Foundations](https://www.trendhunter.com/trends/power-plush-longwear-foundation.md) - [Skin Booster Foundations](https://www.trendhunter.com/trends/hd-skin-hydra-glow-foundation.md) - [Hydrating Botanical Foundations](https://www.trendhunter.com/trends/botanical-foundation.md) - [Weightless Full-Coverage Foundations](https://www.trendhunter.com/trends/skinplumping-linesmoothing-foundation.md) - [Soft Glam Foundations](https://www.trendhunter.com/trends/elf-soft-glam-satin-foundation.md) - [Serum-Like Foundations](https://www.trendhunter.com/trends/innovative-foundation.md) - [Light Long-Wear Foundations](https://www.trendhunter.com/trends/lumimatte-foundation.md) - [Long-Lasting Serum Foundations](https://www.trendhunter.com/trends/reveal-mesh-cushion-foundation.md)