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Cover FX is an American cosmetics company headquartered in New York.
 | |
| Industry | Cosmetics |
|---|---|
| Founded | 1999 |
| Founders | Victor Casale Lee Graff |
| Owners | AS Beauty |
| Website | https://www.coverfx.com/ |
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]
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]
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