Cover FX, the complexion-focused makeup brand known for its inclusive shade ranges and skin-sensitive formulas, has officially closed, bringing an end to a 25-year run in the beauty industry.
As announced on the brand’s Instagram account, the beloved makeup-meets-skin-care line cited “new challenges,” including “tariffs and a global shifting market” and shared that it will begin to “wind down business.”
Founded in 1999 by chemist Victor Casale and Lee Graff, Cover FX began in a Toronto medical clinic with a mission that was ahead of its time: to create high-performance makeup suitable for sensitive, compromised and post-procedure skin.
Initially available only through dermatologist and plastic surgeon referrals, the brand gained early credibility for its clinically driven approach to makeup.
In 2011, the brand was acquired by private equity firm L Catterton, marking a new era of growth and broader visibility. Cover FX later changed hands again in 2022, when it was acquired by AS Beauty.
Throughout the 2010s, the brand gained traction among makeup artists and social media creators, becoming especially well-known for its complexion products and glow-enhancing formulas. Standout launches included its highlighters in 2016, the cult-favorite Glitter Drops and setting spray in 2017 and the Power Play Foundation in 2018—a 40-shade, semi-matte foundation designed for oily skin that underscored the brand’s commitment to shade inclusivity.
The company also embraced digital innovation, rolling out online shade-matching tools and virtual try-on technology in 2020, before expanding into skin care with a moisturizer launch in 2021. As recently as 2024, Cover FX made headlines through a now-viral partnership with Paris Jackson, who used the brand’s Total Cover Cream Foundation to cover her tattoos at the Grammy Awards, followed by collaborations with TikTok creators.
As reiterated in the company post, products are still available for purchase via Amazon and CoverFx.com, where an $8 “last chance” sale is currently being promoted, while supplies last.
