Cover FX, a cosmetics brand known for its inclusive shade ranges and high-performance formulations, has undergone significant changes in recent years. Founded over two decades ago by Lee Graff, Cover FX originated in a Toronto dermatology clinic.
The brand initially focused on creating products suitable for sensitive skin and those with skin conditions, prioritizing clean ingredients and inclusivity. Over the years, it expanded to a global audience and gained popularity for its foundations and customizable makeup products. Then, it was slowly taken off Sephora shelves, leaving many to wonder what happened to Cover FX?
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Acquisition by AS Beauty
In February 2022, AS Beauty, a company known for acquiring and managing beauty brands, purchased Cover FX. AS Beauty owns well-known brands like Laura Geller, Mally, and Julep Beauty. This acquisition marked AS Beauty’s fourth major purchase since 2019.
The company plans to leverage its strong e-commerce platforms and Amazon storefronts to revitalize and expand Cover FX’s market presence. According to AS Beauty, Cover FX appealed due to its history, quality, and dedication to inclusivity and innovation.
Ralph Azrak, COO of AS Beauty, stated that the acquisition aligns with the company’s strategy of offering innovative beauty products that cater to diverse audiences. The purchase was expected to increase AS Beauty’s size by 20% and boost revenue by 40% by 2023.
The Evolution of Cover FX
Before its acquisition, Cover FX experienced challenges as the beauty industry shifted towards digital-first models. The brand gradually moved away from brick-and-mortar retailers and concentrated on direct-to-consumer sales through its website and online platforms. This transition was part of a broader trend as consumers increasingly embraced online shopping for beauty products.
Despite its lower visibility in traditional retail spaces, Cover FX remained a trusted name for makeup enthusiasts, particularly those seeking customizable, vegan, and cruelty-free options.
Innovation
AS Beauty intends to use its resources to fuel innovation at Cover FX while expanding its audience. The acquisition positions Cover FX alongside other digital-first brands under AS Beauty’s portfolio, benefiting from shared expertise in e-commerce and marketing strategies. There is a renewed focus on developing products that resonate with professional makeup artists and everyday users.
While Cover FX no longer dominates the beauty aisles as it once did, it continues to cater to its loyal customer base, focusing on clean beauty and inclusivity.
Cover FX’s story reflects the evolving dynamics of the beauty industry, where adaptability and innovation are key to staying relevant. With AS Beauty’s support, the brand was poised for a fresh chapter, blending its legacy of high-quality products with modern marketing and sales strategies.
The Rebranding
With a new owner and fresh social media channels, the brand was poised to reinvent itself. A Hickey campaign on Valentine’s Day that advertised makeup that can cover hickeys kicked off months of sales and social media campaigns, complete with models showing how Cover FX can easily cover tattoos.
Innovative formulas were next, with Cover FX upgrading formulas and introducing new packaging. These launches weren’t as successful as they anticipated, though. Many customers left disappointed reviews when they found the shade they’ve worn for years was discontinued. Some customers loved the new packaging, and were upset to discover Cover FX was still sending out old packaging to clear out old inventory. Slowly, the fan based died out.
Price Complaints
Many consumers loved the sales and social media campaigns in the beginning, but they weren’t too fond of the prices. Some claimed that the makeup was too expensive for what you get, and that other brands provide the same benefits as Cover FX for a significantly lower price. However, the Cover FX story didn’t stop there.
“Of Course We’re Not Cheap”
That was the slogan used for the next ad campaign that would have makeup gurus storming to their platforms to call out Cover FX. The ad claimed the makeup isn’t cheap because it’s clean, vegan, etc.
YouTubers were quick to point out that saying “cheap” isn’t okay anymore; we use terms like affordable. They further pointed out other brands that offered the same benefits, and called out Cover FX for their tone-deaf marketing.
Cover FX never released a statement after the backlash, so clearly this wasn’t a mishap thanks to an inexperienced intern. Before long, the entire site was on sale. You could find foundation for $10 instead of $40. Again, people took to social media, asking why the products are suddenly so cheap.
The limited products in stock and low prices have some people guessing that the brand is liquidating, but we still don’t know if this brand is headed downhill forever or if they’re still clearing out old packaging after the rebrand.
What Happened to Cover FX?
Cover FX remains a brand that many people love. It’s been bought by AS Beauty, and they continue to revive the brand through unique marketing campaigns and innovative formulas. However, the brand was never really dead. They switched to a digital-first model, so you didn’t see them in stores like Sephora anymore.
Now, there are plenty of out-of-stock products on the website. There’s a constant sale going on. However, AS Beauty has combined several brands and dubbed them “sister brands.” Some of the more popular Cover FX products are now available with those brands. You can still find them over at their sister brand’s website, Laura Geller.
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