Is Cover FX Discontinued? -

Cover FX, a brand renowned for its clean, vegan, and cruelty-free beauty products, has undergone significant changes in recent years, leading to consumer confusion about its availability. Let’s explore the current status of Cover FX and its products to learn is cover FX discontinued?

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Changes in Retail Availability

In 2020, Cover FX products were removed from Sephora stores, prompting speculation about the brand’s future. Discussions on platforms like Reddit and Sephora’s community forums highlighted consumer concerns and experiences during this transition.

Subsequently, Cover FX products were available at Ulta Beauty. However, in early 2022, reports emerged that Ulta would no longer carry the brand. A Reddit user noted that when a brand’s entire line is discounted at Ulta, it often indicates the brand’s impending removal from the store.

Acquisition and Brand Relaunch

In February 2022, AS Beauty, a company known for acquiring and revitalizing beauty brands, purchased Cover FX. This acquisition aimed to expand AS Beauty’s portfolio and rejuvenate Cover FX’s presence in the market.

Following the acquisition, Cover FX took a hiatus to reassess its product offerings and brand strategy. The brand spent 18 months reviewing its product and shade range, incorporating feedback from loyal customers. This period allowed Cover FX to develop new products and update existing formulas to be cleaner, more blendable, and longer-lasting.

Current Status

As of December 2024, Cover FX is not discontinued. The brand has relaunched with a renewed focus on clean, inclusive, high-performance beauty products.

While some individual products, such as the Custom Enhancer Drops in Moonlight, have been discontinued, the brand continues to innovate and expand its offerings. However, the rebrand hasn’t gone as smoothly as anticipated.

Shade Range

The bumpy ride began when the brand relaunched their products, and many customers noticed they couldn’t find their favorite shades. Customers complained about the new shade range not being inclusive enough. Many customers claimed to have been with Cover FX for at least ten years, but had to switch due to the new shade range not offering what they wanted.

The Out Of Touch Ad

As more consumers began to comment on social media about how expensive Cover FX products were, Cover FX released an ad that seemed to clap bag and enraged people. It said that of course, their makeup wasn’t cheap. The ad went on to claim that if their makeup wasn’t cheap it wouldn’t be vegan, cruelty-free, free from several harmful ingredients, clean, etc.

Few consumers stuck up for the brand after the ad. YouTubers took to their channels to point out that brands like e.l.f. have been making affordable makeup that is cruelty-free and vegan for years. They spoke about how anyone can say something is “clean beauty” and there aren’t regulations behind the term.

Beyond that, they pointed out how out of touch and offensive the ad seemed. It had an undertone that cheap makeup isn’t good makeup, which isn’t necessarily true. While many were forgiving about the ad because it seemed to be a one time occurrence, others swore off the brand. Many were quick to point out the irony behind the events that followed the “of course our makeup isn’t cheap” campaign.

Crazy Sales

Soon after this campaign, Cover FX began having what seemed like one sale after another. Social media users were quick to point out how their makeup is affordable now, leaving comments on social media ads about how they thought it wasn’t supposed to be cheap? You can easily wait and find foundation on sale for $10 or $15 kits now.

The Rumors

Although Cover FX has yet to say they’re headed downhill, the rumor mill has been going strong about the brand and why all of their products are consistently on sale. Some say the brand is clearing out old products and formulas after the relaunch, but before the products expire.

Others say the brand is liquidating. They point out that some of the more popular Cover FX products, like the dewy primer, are now readily available on it’s sister brand sites, like Laura Geller. AS Beauty also owns Laura Geller, where you can find products from other brands it owns, including Cover FX and Bliss Skincare. These rumors started at the end of 2024, though, and, as of June 2025, the brand is still going strong.