 | |
| 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.
| | |
| 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]
Cosmetics are composed of mixtures of chemical compounds derived from either natural sources or synthetically created ones. Cosmetics have various purposes. Those designed for personal care and skin care can be used to cleanse or protect the body and skin. Cosmetics designed to enhance or alter one's appearance (makeup) can be used to conceal blemishes, enhance one's natural features, add color to a person's face, or change the appearance of the face entirely to resemble a different person, creature or object. Cosmetics can also be designed to add fragrance to the body.
Bobbi Brown is an American professional make-up artist, author, and the founder of Bobbi Brown Cosmetics. She created ten natural-shade lipsticks which according to Entrepreneur "revolutionized the beauty industry". She has written nine books about beauty and wellness.
Allure is an American women's magazine focused on beauty, published monthly by Condé Nast in New York City. It was founded in 1991 by Linda Wells. Michelle Lee replaced Wells in 2015. A signature of the magazine is its annual Best of Beauty awards—accolades given in the October issue to beauty products deemed the best by Allure's staff.
In cosmetics, skin toner or simply toner refers to a lotion, tonic or wash designed to cleanse the skin and shrink the appearance of pores, usually used on the face. It also moisturizes, protects and refreshes the skin. Toners can be applied to the skin in different ways:
Lotion is a low-viscosity topical preparation intended for application to the skin. By contrast, creams and gels have higher viscosity, typically due to lower water content. Lotions are applied to external skin with bare hands, a brush, a clean cloth, or cotton wool.
Foundation is a liquid, cream, or powder makeup applied to the face and neck to create an even, uniform color to the complexion, cover flaws and, sometimes, to change the natural skin tone. Some foundations also function as a moisturizer, sunscreen, astringent or base layer for more complex cosmetics. Foundation applied to the body is generally referred to as "body painting" or "body makeup".
BB cream is a marketing term that stands for blemish balm, blemish base, beblesh balm, and in Western markets, beauty balm. Products marketed as BB creams are generally designed to serve as a foundation, moisturizer, and sunscreen all at once.
e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.
Rodan & Fields, LLC, known as Rodan + Fields or R+F, is an American multi-level marketing company specializing in skincare products. Katie Rodan and Kathy A. Fields, creators of Proactiv, started the Rodan + Fields brand in 2002 and sold it a year later. They relaunched the brand in 2007 as a multi-level marketing firm.
Kylie Cosmetics, LLC is an American cosmetics company founded by Kylie Jenner. The company began selling Kylie Lip Kits, a liquid lipstick and lip liner set, on November 30, 2015. Formerly known as Lip Kit by Kylie, the company was renamed Kylie Cosmetics in 2016.
Tarte Cosmetics is an American cosmetics company headquartered in New York City.
Beautycounter is an American direct to consumer company that sells skin care and cosmetic products. As of 2018, the company had 150 products with over 65,000 independent consultants, and with national retailers.
Highlighter is a type of cosmetic product that reflects light. Often used for contouring, it can be applied to the face or other parts of the body to brighten the skin on a given area, create the perception of depth and angles. The product can come in a variety of forms, including powder, liquid, cream, gloss, solid stick and jelly. Highlighters are different from illuminators.
ColourPop Cosmetics, also known as ColourPop, is an American cosmetics brand based in Los Angeles, California. The company was founded in 2014 by siblings Laura and John Nelson. ColourPop products are sold through their website and at Ulta Beauty. They predominantly make products for the eyes, lips, and face.
Jeffree Star Cosmetics, Inc. is an American cosmetics company founded by Internet personality and musician Jeffree Star. Star invested his life savings to start the company's makeup line in 2014, later detailing the bankruptcy he had been facing following his music career. It launched with three liquid lipstick colors. The company is estimated to sell US$100 million annually. All products are vegan and cruelty-free. The company is co-owned by Star and his business partner Jeff Cohen.
Jacquelyn Lonje Olayiwola Oyeshola Bolayemi Aina, better known as Jackie Aina, is an American beauty YouTuber. She was born to an African-American mother and a Nigerian father of Yoruba descent. She is a YouTuber and social influencer known for advocating for the visibility of people of color in the cosmetic industry. She has partnered with Anastasia Beverly Hills, e.l.f. Cosmetics, Too Faced, Sephora and Sigma Beauty.
Glossier is a skincare and beauty brand founded by Emily Weiss in 2014. It started as an online-only company, building on the popularity of the beauty blog "Into the Gloss". Its marketing challenged traditional norms and beauty standards.
Nyma Tang is an American beauty vlogger and activist against discrimination based on skin color and best known for her YouTube channel of the same name. She gained online popularity in 2017 for her YouTube series The Darkest Shade, in which she reviews the darkest shades of products from different makeup brands and highlights the under-representation of deeper skin tones in the beauty industry.
Haus Labs by Lady Gaga is an American vegan and cruelty-free cosmetics brand founded by Lady Gaga. First launched on September 17, 2019, it was the first major beauty line to launch exclusively on Amazon as a retailer partner, and released in nine countries including France, Germany, Japan, the United Kingdom, and the United States. Haus Labs relaunched on June 9, 2022 with new retail partner Sephora. The company advertises its products as "supercharged clean artistry makeup powered by innovation."
Hyram Yarbro is an American skin care influencer known for his videos on YouTube and TikTok. His videos consist primarily of product reviews, skin care advice, and reactions to celebrity skin care routine videos. In 2021, he launched his skin care product line, Selfless by Hyram, with Sephora.