Cover Your Gray

What Cover Your Gray does

Cover Your Gray is a direct-to-consumer beauty brand specializing in gray hair root coverage and thinning-hair concealment products. The company sells through a single Shopify-powered e-commerce site and ships within the contiguous United States (excluding Alaska, Hawaii, Puerto Rico, and other non-contiguous territories). Its catalog spans touch-up sticks, cover sprays, fill-in powders and fibers, and ancillary brow cosmetics, with prices ranging from approximately $9.99 to $24.99 per SKU.

The product line is organized into women's and men's gray-concealment ranges plus a brow category. Select products incorporate Procapil, a licensed patented bioactive complex marketed for hair-thinning and growth support, and the brand has extended into hair-health adjacencies via a castor-oil-based growth touch-up formulation. Bundling (e.g., a 3-pack value combo) is used to lift average order value.

The business model is straightforward unit-economics DTC retail: per-unit gross margin on shipped goods with no subscription or membership tier disclosed, no wholesale or marketplace distribution, and no B2B customers. Cover Your Gray is a privately held brand operating under Fisk Industries Inc., a privately held conglomerate based in Orangeburg, New York. No funding rounds, leadership team, headcount, or revenue figures are disclosed.

Name

Cover Your Gray

Legal name

Fisk Industries, Inc.

Website

https://coveryourgray.com

Company type

Private

Operating status

Operating

Short description

Cover Your Gray is a US direct-to-consumer beauty brand selling gray root touch-up sticks, sprays, powders, brow cosmetics, and thinning-hair products via a Shopify site, serving women and men seeking at-home gray and thinning-hair coverage priced $9.99-$24.99.

Ownership category

akta.pro rank

Product category

Hair Color Cosmetics & Hair Concealment

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Gray hair coverage
• Root touch-up products
• Thinning hair concealer
• Hair color cosmetics
• Direct-to-consumer hair care

Headquarters

HQ city

Orangeburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for hair color and thinning hair concealment products sold directly to consumers through their e-commerce website. Revenue generated from individual product sales across multiple price points ($9.99-$24.99) and shade variations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Cover Your Gray is a direct-to-consumer e-commerce brand that sells at-home, instant gray hair coverage, root touch-up, and thinning hair concealment products. Its assortment spans multiple application formats — touch-up sticks, brush-in wands, color combs, aerosol sprays, and fill-in powders/fibers (including a Procapil-formulated variant) — sold individually and in discounted 3-pack bundles through its own Shopify storefront.

Product overview

Cover Your Gray is a direct-to-consumer hair care brand offering instant, low-cost gray hair coverage and thinning hair solutions for women and men. The product portfolio consists of multiple product categories: (1) instant color touch-up products including Touch-Up Sticks, Brush-In Wands, Color Combs, 2-in-1 Applicators, and sprays; (2) Fill-in Powders (standard, Pro, Dual, and Fiber variants) for thinning hair and bald spots, many formulated with Procapil to help promote growth and prevent hair loss; (3) Root Touch-Up products for targeted root coverage; (4) Men's-specific products; and (5) Total Brow eyebrow solutions. Most products require no water, are rain-proof and sweat-proof, and are available in multiple color shades. The company sells directly through its Shopify e-commerce platform at coveryourgray.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Touch-Up Stick A portable stick applicator for quick gray hair coverage and root touch-ups, designed for at-home and on-the-go use.
• Brush-In Wand A wand with brush applicator for targeted gray hair and root coverage.
• Color Comb A comb-style applicator for distributing color through hair to cover grays and roots.
• 2-in-1 Wand and Sponge-Tip Applicator Dual-tip applicator combining wand and sponge for versatile gray coverage application.
• Root Touch-Up Product designed specifically for covering root regrowth and visible scalp.
• Pro-Growth with Castor Oil Touch-Up Brush-in touch-up product infused with castor oil to help promote hair growth while covering grays.
• Cleanse & Cover Hair Freshener Hair freshener product that also provides gray coverage and root concealment.
• Root Touch-Up & Highlighter Combined root touch-up and hair highlighting product for coverage and dimension.
• Total Brow Eyebrow Sealer Color Eyebrow sealing product that colors and fills in brows to complement gray hair coverage.
• Fill-in Powder Tinted powder solution for thinning hair and bald spots, formulated with Procapil to help promote growth and prevent hair loss. Available in 4 shades at $9.99 per unit.
• Fill-in Powder Pro Professional-grade version of the Fill-in Powder for salon use with thinning hair solutions.
• Fill-in Powder Dual Fill-in powder combining two shades in one compact for versatile color matching.
• Pro Fill-In Fibers with Procapil Microfiber hair fibers that adhere to hair roots to instantly fill in thinning hair and bald spots. Formulated with Procapil to help promote hair growth and prevent hair loss. Rain-proof, sweat-proof, and wind-proof. Available in 3 colors at $11.99.
• Men's Hair Touch-Up Stick Touch-up stick formulated specifically for men's hair and gray coverage needs.
• Fill-In Powder Pro for Men Professional fill-in powder designed for men's thinning hair and gray coverage.
• Men's Color Cover Spray Aerosol spray root concealer and hair color touch-up product designed for men. Ships via FedEx Ground due to aerosol restrictions.
• Fill-In Powder 3-Pack Value Combo Bundle of three Fill-in Powder units at a discounted price ($24.99, regular $35.97). Available in 4 color shades. Features Procapil formula and compact with mirror and brush applicator.
• Color Cover Spray Root Concealer Aerosol spray root concealer that provides quick color refresh for roots and broad gray areas. Helps boost volume while covering grays. Lasts up to 2 washes. Available in 3 shades at $10.00. Ships via FedEx Ground only.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Fisk Industries Inc.coreOthersParent company of Cover Your Gray brand. Owns the Cover Your Gray trademark and proprietary formulations. Located in Orangeburg, NY. Also owns sister brands under the Fisk Industries umbrella. The terms of use state the site is operated by Cover Your Gray and Fisk Industries, Inc.

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Keranique: DTC and retail hair-thinning and hair-growth brand. Comparable in the thinning-hair and women's hair-loss category, with overlapping customer pain points (thinning hair, visible scalp) addressed by Fill-in Powder and Fill-in Fiber products.
• Clairol: Established mass-market hair color brand under Coty with root touch-up products (Nice'n Easy, Root Touch-Up). Comparable as a broad incumbent with overlapping gray-coverage SKUs and significantly greater marketing and salon/retail distribution.
• L'Oréal Paris: Global mass-market hair color and hair care powerhouse offering root touch-up sprays, mascaras, and concealers (e.g., Magic Retouch, Root Cover Up). Comparable as a broad incumbent covering overlapping gray-concealment categories with far larger distribution.
• Revlon: Mass-market beauty conglomerate with ColorSilk and root touch-up offerings. Comparable as a broad incumbent with overlapping hair-color and concealer SKUs targeting the same gray-coverage consumer.

Direct peers

• Madison Reed: DTC hair color brand with at-home color kits and a salon channel. Targets the same consumer need (covering grays / roots) but with longer-lasting semi-permanent color, representing both a complement and a longer-term substitute threat to Cover Your Gray.
• eSalon: Custom DTC hair color brand offering personalized at-home dye kits. Competes for the same 'cover gray without a salon visit' use case with a more durable product solution, posing a structural threat to Cover Your Gray's temporary-touch-up positioning.
• Boldify: DTC hair-fiber and root-touch-up brand competing in the same instant gray-concealment and thinning-hair category. Operates a similar Shopify-style DTC model with overlapping shade systems and price points.
• Toppik: Market-leading hair-building fiber brand sold direct-to-consumer and through salons. Directly comparable to Cover Your Gray's Pro Fill-In Fibers and Fill-in Powder lines, targeting the same thinning-hair and gray-concealment consumer need.

Emerging players

• The Hair Shop: Niche DTC hair fiber and concealer brand with a similar formulation-and-application approach to Cover Your Gray. Comparable as a smaller, emerging player in the instant gray-concealment and thinning-hair category.
• Vegamour: Clean-beauty hair-growth brand with vegan, plant-based formulations. Comparable in the hair-growth-plus-beauty positioning enabled by Cover Your Gray's Procapil-licensed products, with a more premium clean-beauty brand identity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/cover_your_gray
• Facebookfacebook.com/coveryourgray
• Instagraminstagram.com/coveryourgray
• Pinterestpinterest.com/coveryourgray

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Your Gray