Industry | Cosmetics |
---|---|
Founded | 2000 |
Founders | Victor Casale Lee Graff |
Owners | AS Beauty |
Website | https://www.coverfx.com/ |
Cover FX is an American cosmetics company headquartered in New York.
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][8][9]
In the 2010s Cover FX was picked up by social media influencers,[10] after which it began releasing new products. In 2016 the company began producing highlighters,[11] and in 2017 they added a line of shimmer products called Glitter Drops[12] as well as a sealing spray.[13] In 2018 the company released the Power Play Foundation,[14] a forty color line of semi-matte foundation for oily skin types,[9] as well as a concealer.[15] The company also runs a shade matcher on its website for those looking to match colors to their skin shade.[16] In 2020, it added a virtual try-on aspect to its website. Then, in 2021 the company released a skin moisturizer,[8] 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]