Cover FX

Cover FX was a cosmetics company established in 1999 by chemist Victor Casale and Lee Graff in a Toronto clinic. The founders developed makeup with a focus on customers dealing with visible skin conditions, sensitivities, and complexion concerns. This origin shaped the brand's long-running emphasis on coverage, shade selection, customizable complexion products, and formulations positioned as suitable for a range of skin types. The line initially reached consumers through dermatologists and other professional referrals rather than conventional mass retail. In 2002, the products were sold through this referral-based model. Wider public awareness followed after a Citytv profile featuring the company and a client with rosacea. The resulting media attention helped move Cover FX into retail, beginning with the Canadian drugstore chain Shoppers Drug Mart. The brand subsequently expanded into markets including the United Kingdom, the United States, Hong Kong, and Australia. During the 2010s, Cover FX became increasingly visible through beauty influencers and social-media coverage. Its product range broadened beyond foundational complexion products. The company introduced highlighters in 2016, Glitter Drops shimmer products and a setting spray in 2017, and the Power Play Foundation and a related concealer in 2018. Power Play Foundation was presented as a semi-matte foundation for oily skin and was offered in 40 shades. Cover FX also operated an online shade-matching tool and later added virtual try-on functionality to its website. Ownership changed during the brand's expansion. L Catterton acquired Cover FX in 2011, and AS Beauty acquired it in 2022. Under its later ownership, Cover FX continued to be associated with complexion makeup, high-impact pigments, and digital tools intended to help customers select shades. It also moved into skin care, launching a moisturizer in 2021 as part of a broader skin-care direction. The brand retained visibility through celebrity and creator activity. In 2024, Cover FX partnered with Paris Jackson for the Grammy Awards, where she used Total Cover Cream Foundation to conceal tattoos on her arms. The company also worked with TikTok creators around the same product in February 2024. In January 2026, Cover FX announced that it would wind down operations, attributing the decision to mounting industry pressures and a difficult global market. That announcement marked the end of the brand's operating phase, subject to the completion of the wind-down.

Cover FX began in 1999 when chemist Victor Casale and Lee Graff established the business in a Toronto clinic. The founders' initial objective was to formulate cosmetics for people with skin conditions, visible complexion concerns, and sensitivities. This clinical setting distinguished the brand from makeup companies that began primarily as fashion or department-store businesses. Cover FX's early identity was consequently tied to practical coverage and complexion problem-solving rather than only color trends. The company first distributed its products through dermatologists and professional referrals. In 2002, the line was sold exclusively through that channel. A later Citytv television profile of Cover FX and a client affected by rosacea brought the business to a wider public audience. The exposure encouraged a retail expansion that began in Canada through Shoppers Drug Mart. Cover FX subsequently entered the United Kingdom, United States, Hong Kong, and Australian markets. The brand's product strategy broadened during the 2010s. Social-media influencers helped increase awareness and supported the launch of products beyond its original complexion focus. Cover FX added highlighters in 2016, followed by Glitter Drops shimmer products and a setting spray in 2017. In 2018, the company launched Power Play Foundation, a 40-shade semi-matte foundation aimed at oily skin, together with a concealer. These launches reinforced its association with extensive complexion ranges and high-coverage makeup. The company also offered a website shade matcher to help shoppers identify suitable colors and introduced virtual try-on technology in 2020. Corporate ownership changed as the business developed. L Catterton acquired Cover FX in 2011. In 2022, L Catterton sold the company to AS Beauty. The brand later expanded into skin care, adding a moisturizer in 2021 as part of a new skin-care line. Its marketing continued to combine product demonstrations, creator activity, and celebrity associations. In 2024, Paris Jackson used Total Cover Cream Foundation to cover tattoos on her arms at the Grammy Awards, and Cover FX promoted the same product through collaborations with TikTok creators. Cover FX ultimately faced broader conditions affecting the beauty sector. In January 2026, it announced plans to wind down operations, referring to mounting industry pressures and a difficult global market. The announcement brought the brand's commercial history—from clinically oriented complexion products and professional referrals to influencer-led retail cosmetics—to a close, subject to the completion of the wind-down.

• 2026

  Operations wind down announced

  [1]Cover FXen.wikipedia.org

  Cover FX announces that it will wind down operations because of industry pressures and a challenging global market.

• 2022

  AS Beauty acquires the brand

  [1]Cover FXen.wikipedia.org

  AS Beauty purchases Cover FX from L Catterton.

• 2021

  Skin-care expansion

  [1]Cover FXen.wikipedia.org

  The company introduces a moisturizer as part of a new skin-care line.

• 2020

  Virtual try-on added

  [1]Cover FXen.wikipedia.org

  Cover FX adds a virtual try-on function to its online shopping experience.

• 2018

  Power Play Foundation launches

  [1]Cover FXen.wikipedia.org

  Cover FX releases the 40-shade Power Play Foundation, a semi-matte formula positioned for oily skin, along with a concealer.

• 2017

  Glitter Drops and setting spray added

  [1]Cover FXen.wikipedia.org

  The brand introduces Glitter Drops shimmer products and a sealing or setting spray.

• 2016

  Highlighter range introduced

  [1]Cover FXen.wikipedia.org

  Cover FX expands its color-cosmetics portfolio with highlighter products.

• 2011

  L Catterton acquires Cover FX

  [1]Cover FXen.wikipedia.org

  The investment firm acquires the cosmetics company during its retail and international expansion.

• 2002

  Referral-based sales begin

  [1]Cover FXen.wikipedia.org

  Cover FX initially sells its products through dermatologist and professional referrals.

• 1999

  Cover FX is founded in Toronto

  [1]Cover FXen.wikipedia.org

  Chemist Victor Casale and Lee Graff establish Cover FX in a Toronto clinic to develop makeup for skin concerns and sensitivities.

A complexion-focused beauty brand built around coverage, shade diversity, customizable color products, and makeup intended for consumers with skin concerns or sensitivities. Its later positioning combined professional-style complexion performance with influencer-led color cosmetics and digital shade-selection tools.

• Foundation · 2018

  Power Play Foundation

  A semi-matte foundation launched in 2018 and offered in 40 shades. It was positioned for oily skin and continued Cover FX's emphasis on broad complexion matching and coverage-oriented makeup.

• Cream foundation

  Total Cover Cream Foundation

  A high-coverage cream foundation associated with Cover FX's professional-style complexion positioning. The product received later promotional attention through Paris Jackson's 2024 Grammy Awards appearance and creator collaborations on TikTok.

• Liquid shimmer makeup · 2017

  Glitter Drops

  A line of liquid shimmer products introduced in 2017. Glitter Drops extended the brand into high-impact color and glow products while retaining the customizable, pigment-focused approach associated with Cover FX.

• Highlighter · 2016

  Highlighters

  Cover FX began producing highlighters in 2016, broadening its complexion portfolio from coverage products into glow and sculpting makeup. These products became part of the brand's social-media-friendly color cosmetics assortment.

• Makeup setting product · 2017

  Setting spray

  A spray product introduced alongside the brand's 2017 shimmer expansion and intended to help seal makeup. It complemented Cover FX's foundation, concealer, and highlighter range.

• Skin care · 2021

  Moisturizer

  A moisturizer added in 2021 as part of Cover FX's move into skin care. The launch broadened the company beyond color cosmetics and complexion coverage.

• 2024Paris Jackson Grammy Awards partnership

  United States

  Cover FX partnered with Paris Jackson for the 2024 Grammy Awards. Jackson used Total Cover Cream Foundation to conceal tattoos on her arms, demonstrating the product's coverage capability in a high-profile entertainment setting.

  Outcome. The partnership gave the brand celebrity visibility and highlighted its full-coverage complexion positioning.

  Source
• 2024TikTok creator promotion for Total Cover Cream Foundation

  United States · International digital audiences

  In February, Cover FX worked with several TikTok content creators to promote Total Cover Cream Foundation, extending the product demonstration model from celebrity activity to social-video creators.

  Outcome. The activity supported creator-led product discovery and reinforced the brand's digital marketing approach.

  Source

• 2026

  Decision to wind down operationsStrategy

  Background

  Cover FX cited mounting industry pressures and a challenging global market.

  Action taken

  The company announced that it would wind down operations.

  Aftermath

  The announcement signals the end of the brand's active operating phase. The available material does not specify a detailed closure timetable or liquidation process.

  Source

• 2022

  Sale to AS BeautyM&A

  Background

  After more than a decade under L Catterton ownership, Cover FX changed hands.

  Action taken

  AS Beauty acquired Cover FX from L Catterton.

  Aftermath

  AS Beauty became the brand's owner; no transaction value is identified in the available reference material.

  Source

• 2011

  Sale to L CattertonM&A

  Background

  Cover FX was expanding from professional referrals into retail and international markets.

  Action taken

  L Catterton acquired Cover FX.

  Aftermath

  The acquisition placed the cosmetics brand under investment-firm ownership until its later sale to AS Beauty.

  Source

1. 1Cover FXen.wikipedia.org
2. 2Cover FX official websitecoverfx.com