Cover FX

Cover FX was founded in 1999^[1] by chemist Victor Casale^[2] and Lee Graff in a Toronto clinic to create cosmetics specializing in skin issues and sensitivities.^[3] The line was first sold in 2002 solely through referral by dermatologists. After the company and a client of theirs who had suffered from rosacea were profiled on Citytv, the media and social exposure led them to sell their line in retail stores,^[4] initially through Canadian drug store chain Shoppers Drug Mart,^[5] before chains in the UK, US, Hong Kong, and Australia.^[6]

The company was acquired by L Catterton in 2011,^[7] which sold the company to AS Beauty in 2022.^[8][9][10]

In January 2026, Cover FX announced it would wind down operations, citing mounting industry pressures and a challenging global market.^[11]

In the 2010s Cover FX was picked up by social media influencers,^[12] after which it began releasing new products. In 2016 the company began producing highlighters,^[13] and in 2017 they added a line of shimmer products called Glitter Drops^[14] as well as a sealing spray.^[15] In 2018 the company released the Power Play Foundation,^[16] a forty color line of semi-matte foundation for oily skin types,^[10] as well as a concealer.^[17] The company also runs a shade matcher on its website for those looking to match colors to their skin shade.^[18] In 2020, it added a virtual try-on aspect to its website. Then, in 2021 the company released a skin moisturizer,^[9] as a part of a new skin care line.^[19] In 2024 Cover FX partnered with Paris Jackson for the 2024 Grammy Awards, where Jackson used the company's Total Cover Cream Foundation to cover-up the tattoos on her arms during the event.^[20] The company then partnered on the same product with several TikTok content creators in February.^[21]