Cover FX Cosmetics

What Cover FX Cosmetics does

Cover FX Cosmetics was a privately held, vegan cosmetics brand founded in 2000 and headquartered in New York. The company built and sold a range of makeup and cosmetic products under the Cover FX name, targeting consumers seeking vegan and dermatologist-friendly formulations, and reached them through a direct-to-consumer e-commerce storefront at coverfx.com powered by Shopify. Its marketing motion relied on organic social, influencer campaigns, product launches, virtual activations, and performance marketing — recognized by BeautyMatter in its "Best of Marketing 2025" for innovation in campaign execution. The brand raised capital in a Series 4 round led by L Catterton Europe in 2011 and was later acquired by AS Beauty, operating as a portfolio subsidiary alongside Mally Beauty under founder Lee Graff.

In terms of business model, Cover FX monetized primarily through unit-level DTC e-commerce sales of branded cosmetics, with no disclosed wholesale, subscription, or enterprise lines and no publicly disclosed pricing data. Distribution was single-country/domestic and concentrated on its own storefront, with no disclosed international or third-party retail footprint. Headcount was reported in the 51–100 range, consistent with a single-brand niche operator rather than a diversified beauty holding.

The company's strategic status changed decisively when parent AS Beauty closed the Cover FX brand alongside Mally Beauty in response to broader beauty-sector headwinds. The coverfx.com website now displays a "Our shop is now closed" message, indicating cessation of retail operations. No ongoing product launches, leadership transitions, fundraising activity, or regulatory actions are evidenced in the source material following the closure.

Name

Cover FX Cosmetics

Website

https://coverfx.com

Company type

Private

Founded year

2000

Operating status

Closed

Headcount range

51–100 employees

Short description

Cover FX Cosmetics was a New York-based vegan cosmetics brand that sold makeup directly to consumers through its Shopify e-commerce storefront. Founded in 2000 and later acquired by AS Beauty, it ceased operations alongside Mally Beauty due to beauty-sector headwinds.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Vegan cosmetics
• Color cosmetics
• Clean beauty makeup
• Face makeup
• Cruelty-free beauty

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Distribution channels1 record

Marketing channels1 record

Core offering

Cover FX Cosmetics developed, manufactured, and sold vegan, cruelty-free color cosmetics and complexion products directly to consumers and through prestige beauty retailers. Its lineup included foundations, concealers, primers, setting sprays, and customizable pigment drops, formulated without parabens, fragrance, gluten, talc, or mineral oil. The brand has since been closed by its parent company, AS Beauty Group.

Product overview

Cover FX Cosmetics was a beauty brand operated by AS Beauty that sold makeup and cosmetics products. According to industry reports, AS Beauty closed the Cover FX and Mally Beauty brands. The Cover FX online store is currently closed.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Enhancer Drops Concentrated liquid pigment drops that consumers mix into other complexion products (foundations, moisturizers, primers) or wear alone to customize shade, coverage, and luminosity; targeted at clean-beauty shoppers who want personalized foundation and highlight tones.
• Total Cover Cream Foundation A full-coverage cream foundation in Cover FX's inclusive shade range, formulated without parabens, fragrance, gluten, talc, or mineral oil for consumers seeking clean, high-pigment coverage.
• Natural Finish Foundation A buildable liquid foundation with a natural finish, available across the brand's inclusive shade range, designed as an everyday clean-beauty complexion product.
• Power Play Foundation A long-wear, performance-oriented foundation intended for consumers wanting extended-wear clean-beauty coverage.
• Click Stick Healthy Glow Bronzer A cream-to-powder bronzer stick in a click-twist packaging format, designed for buildable, natural-looking warmth on the face.
• Setting Spray A setting spray formulated to lock in makeup while aligning with Cover FX's vegan, cruelty-free, and clean-beauty ingredient standards.

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AS BeautycoreOthersAS Beauty was the parent company of Cover FX. The brand was closed by AS Beauty along with Mally Beauty brands, as reported in the beauty industry news. This represents a dissolution of the brand rather than an active partnership.

Recent moves4 records

Expansion highlights1 record

Emerging players

• Lawless Beauty: Clean color cosmetics brand with a complexion and lip assortment distributed via Sephora and DTC. A more recent entrant that has captured share in the same clean-makeup niche Cover FX once led.

Broad incumbents

• bareMinerals: Established mineral-based color cosmetics brand owned by Shiseido with broad distribution and iconic foundation products. A larger incumbent that historically competed directly with Cover FX in clean complexion.
• IT Cosmetics: Mass-prestige color cosmetics and complexion brand now owned by L'Oréal, with broad distribution and problem-solving foundation SKUs. Competed with Cover FX in the complexion category at higher scale.

Direct peers

• Juice Beauty: Organic, plant-based beauty brand spanning skincare and color cosmetics with a complexion line. Comparable clean/vegan positioning to Cover FX, though with broader skincare extension.
• ILIA Beauty: Clean, skin-focused color cosmetics brand selling foundation, complexion, and lip products through DTC and Sephora. Direct competitor to Cover FX in the clean face-makeup category.
• Kosas: Clean color cosmetics brand with strong complexion and face makeup offerings distributed via Sephora and DTC. Closely comparable positioning, channel mix, and target customer to Cover FX.
• Merit Beauty: Minimalist clean color cosmetics brand with complexion, lip, and eye products. Direct DTC competitor targeting the same everyday-wear, ingredient-conscious consumer as Cover FX.
• RMS Beauty: Pioneer clean color cosmetics brand focused on organic, food-grade ingredients with a complexion-first assortment. Closely mirrors Cover FX's clean-beauty ethos and product mix.
• Westman Atelier: Clean luxury color cosmetics brand founded by a celebrity makeup artist, distributed through DTC and prestige retailers. Comparable high-end clean positioning to Cover FX.
• Tower 28 Beauty: Clean, dermatologist-friendly color cosmetics brand with strong face and complexion SKUs sold through Sephora and DTC. Operates in the same clean-makeup category as Cover FX.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/coverfx
• Facebookfacebook.com/coverfx
• LinkedInlinkedin.com/company/cover-fx-skincare-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cover FX Cosmetics