Cover FX
 | |
| 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
[edit]Cover FX was founded in 1999[1] by chemist Victor Casale[2] and Lee Graff in a Toronto clinic to create cosmetics specializing in skin issues and sensitivities.[3] 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,[4] initially through Canadian drug store chain Shoppers Drug Mart,[5] before chains in the UK, US, Hong Kong, and Australia.[6] The company was acquired by L Catterton in 2011,[7] which sold the company to AS Beauty in 2022.[8][9][10]
Lines
[edit]In the 2010s Cover FX was picked up by social media influencers,[11] after which it began releasing new products. In 2016 the company began producing highlighters,[12] and in 2017 they added a line of shimmer products called Glitter Drops[13] as well as a sealing spray.[14] In 2018 the company released the Power Play Foundation,[15] a forty color line of semi-matte foundation for oily skin types,[10] as well as a concealer.[16] The company also runs a shade matcher on its website for those looking to match colors to their skin shade.[17] In 2020, it added a virtual try-on aspect to its website. Then, in 2021 the company released a skin moisturizer,[9] as a part of a new skin care line.[18] 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.[19] The company then partnered on the same product with several TikTok content creators in February.[20]
References
[edit]- ^ 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.
- ^ a b Sandler, Emma (January 13, 2021). "Cover FX launches moisturizer as makeup brands crowd into skin care". Glossy.
- ^ a b 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.