 | |
| Industry | Cosmetics |
|---|---|
| Founded | 1999 |
| Founders | Victor Casale Lee Graff |
| Owners | AS Beauty |
| Website | https://www.coverfx.com/ |
Cover FX is an American cosmetics company headquartered in New York.
Company history
Cover FX was founded in 1999 by chemist Victor Casale and Lee Graff in a Toronto clinic to create cosmetics specializing in skin issues and sensitivities. The line was first sold in 2002 solely through referral by dermatologists. After the company and a client of theirs who had suffered from rosacea were profiled on Citytv, the media and social exposure led them to sell their line in retail stores, initially through Canadian drug store chain Shoppers Drug Mart, before chains in the UK, US, Hong Kong, and Australia. The company was acquired by L Catterton in 2011, which sold the company to AS Beauty in 2022.
Lines
In the 2010s Cover FX was picked up by social media influencers, after which it began releasing new products. In 2016 the company began producing highlighters, and in 2017 they added a line of shimmer products called Glitter Drops as well as a sealing spray. In 2018 the company released the Power Play Foundation, a forty color line of semi-matte foundation for oily skin types, as well as a concealer. The company also runs a shade matcher on its website for those looking to match colors to their skin shade. In 2020, it added a virtual try-on aspect to its website. Then, in 2021 the company released a skin moisturizer, as a part of a new skin care line. In 2024 Cover FX partnered with Paris Jackson for the 2024 Grammy Awards, where Jackson used the company's Total Cover Cream Foundation to cover-up the tattoos on her arms during the event. The company then partnered on the same product with several TikTok content creators in February.
References
- Julia Waldow (July 16, 2024). "How Cover FX's brand refresh grew sales by 800%". Modern Retail.
- Liz Flora (January 19, 2023). "MOB Beauty and Pure Culture Beauty's Victor Casale on fighting the 'purchase, consume, and discard' mentality". Glossy.
- "Cover FX Has a New Owner". Beauty Packaging.
- LEAH RUMACK (August 6, 2005). "Perfect cover". Globe and Mail.
- Lam, Jessica. "14 Beauty Brands You Didn't Know Were Canadian - Narcity". www.narcity.com.
- AUBREE MERCURE. "Cover FX: Do Drop In". Cosmetic Executive Women.
- Sandler, Emma (July 23, 2020). "Cover FX tests new launch strategy with latest products". Glossy.
- Collins, Allison (February 3, 2022). "AS Beauty Buys Cover FX". Women's Wear Daily.
- ^ Sandler, Emma (January 13, 2021). "Cover FX launches moisturizer as makeup brands crowd into skin care". Glossy.
- ^ AUBREE MERCURE (March 14, 2018). "Cover FX Just Launched a New Blurring Foundation for Oily Skin Types". Allure.
- Funmi Fetto (2019). Palette: A Black Beauty Bible. Hodder & Stoughton. p. 232. ISBN 978-1-5293-3047-2.
- DEVON ABELMAN (September 26, 2016). "Cover FX Powdered Highlighters Are Coming Soon and They Look Amazing". Allure.
- Sasso, Samantha. "Cover FX's Best-Selling Highlighters Just Got A Celestial Makeover". www.refinery29.com.
- DEVON ABELMAN (January 23, 2017). "Cover FX's New Setting Spray Is Like Highlighter in Spray-Bottle Form". Allure.
- AVERY MATERA (March 7, 2018). "This New Foundation is Waterproof and Comes in 40 Shades". Teen Vogue.
- Lubitz, Rachel. "Chelsea Handler Only Started Wearing Concealer After Trump Won". www.refinery29.com.
- GILLIAN FULLER (September 7, 2017). "Cover FX's New "Nude Is Not Beige" Campaign Celebrates The Beauty In ALL Skin Tones". Allure.
- Sandler, Emma (August 5, 2021). "Cover FX doubles down on high-performance clean makeup positioning". Glossy.
- Laurie Brookins (February 4, 2024). "How Paris Jackson Erased Her Tattoos for the Grammy Awards Red Carpet". Hollywood Reporter.
- TATIANA PILE (February 15, 2024). "Cover FX kicks off a rebrand with a TikTok campaign about hickeys". Glossy.