Cover FX explained

Cover FX
Industry:	Cosmetics
Founders:	Victor Casale Lee Graff
Foundation:	2000
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 2000 by chemist Victor Casale^[1] and Lee Graff in a Toronto clinic to create cosmetics specializing in skin issues and sensitivities.^[2] 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,^[3] initially through Canadian drug store chain Shoppers Drug Mart,^[4] before chains in the UK, US, Hong Kong, and Australia.^[5] The company was acquired by L Catterton in 2011,^[6] which sold the company to AS Beauty in 2022.^[7]

Lines

In the 2010s Cover FX was picked up by social media influencers,^[8] after which it began releasing new products. In 2016 the company began producing highlighters,^[9] and in 2017 they added a line of shimmer products called Glitter Drops^[10] as well as a sealing spray.^[11] In 2018 the company released the Power Play Foundation,^[12] a forty color line of semi-matte foundation for oily skin types,^[13] as well as a concealer.^[14] The company also runs a shade matcher on its website for those looking to match colors to their skin shade.^[15] In 2020, it added a virtual try-on aspect to its website. Then, in 2021 the company released a skin moisturizer,^[16] as a part of a new skin care line.^[17] 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 tatoos on her arms during the event.^[18] The company then partnered on the same product with several TikTok content creators in February.^[19]

References

1. Web site: Liz Flora. MOB Beauty and Pure Culture Beauty's Victor Casale on fighting the ‘purchase, consume, and discard’ mentality. Glossy. January 19, 2023.
2. Web site: Cover FX Has a New Owner. Beauty Packaging.
3. Web site: Perfect cover. August 6, 2005. Globe and Mail. LEAH RUMACK.
4. Web site: 14 Beauty Brands You Didn't Know Were Canadian - Narcity. Jessica. Lam. www.narcity.com.
5. Web site: Cover FX: Do Drop In . Cosmetic Executive Women. AUBREE MERCURE.
6. Web site: Cover FX tests new launch strategy with latest products. Emma. Sandler. July 23, 2020. Glossy.
7. Web site: AS Beauty Buys Cover FX. Women's Wear Daily. Allison. Collins. February 3, 2022.
8. Book: Palette: A Black Beauty Bible . 232 . Funmi Fetto . 2019 . Hodder & Stoughton.
9. Web site: Cover FX Powdered Highlighters Are Coming Soon and They Look Amazing. September 26, 2016. Allure. DEVON ABELMAN.
10. Web site: Cover FX's Best-Selling Highlighters Just Got A Celestial Makeover. Samantha. Sasso. www.refinery29.com.
11. Web site: Cover FX's New Setting Spray Is Like Highlighter in Spray-Bottle Form. January 23, 2017. Allure. DEVON ABELMAN.
12. Web site: This New Foundation is Waterproof and Comes in 40 Shades. March 7, 2018. Teen Vogue. AVERY MATERA.
13. Web site: Cover FX Just Launched a New Blurring Foundation for Oily Skin Types. March 14, 2018. Allure. AUBREE MERCURE.
14. Web site: Chelsea Handler Only Started Wearing Concealer After Trump Won. Rachel. Lubitz. www.refinery29.com.
15. Web site: Cover FX's New "Nude Is Not Beige" Campaign Celebrates The Beauty In ALL Skin Tones. September 7, 2017. Allure. GILLIAN FULLER.
16. Web site: Cover FX launches moisturizer as makeup brands crowd into skin care. Emma. Sandler. January 13, 2021. Glossy.
17. Web site: Cover FX doubles down on high-performance clean makeup positioning. Emma. Sandler. August 5, 2021. Glossy.
18. Web site: How Paris Jackson Erased Her Tattoos for the Grammy Awards Red Carpet . Hollywood Reporter . Laurie Brookins . February 4, 2024.
19. Web site: Cover FX kicks off a rebrand with a TikTok campaign about hickeys . Glossy . TATIANA PILE . February 15, 2024.