In an industry where beauty standards often feel unattainable and narrow, Cover FX stands out by embracing diversity and skin health. Founded with the mission to provide natural-looking makeup for all skin types and tones, the brand has become a go-to for individuals seeking inclusive and dermatologist-tested formulas. From its inception in a Toronto clinic to becoming a globally recognized name, Cover FX has reshaped the beauty landscape by focusing on clean, cruelty-free ingredients.
Visionary Founders Lee Graff and Victor Casale
Cover FX was founded in 1999 by Lee Graff, a medical strategist and beauty industry veteran, alongside chemist Victor Casale. The idea for the brand was born in a Toronto medical clinic where Graff worked. She noticed a gap in the market for makeup that catered to people with skin conditions like rosacea, acne, and other sensitivities. Determined to make a difference, Graff teamed up with Casale to create formulas that would treat and cover every skin type without causing further irritation.
Their dedication to creating inclusive and skin-friendly makeup led them to develop products that were free from parabens, fragrance, gluten, mineral oil, and talc. Cover FX’s formulas were also tested on over 1,500 rosacea patients, ensuring that the products could meet the needs of even the most sensitive skin types. The brand’s commitment to clean beauty and ethical practices has set it apart in the crowded cosmetics market.
From Dermatologist Referrals to Global Success
Cover FX’s journey began in 2002 when their products were first sold exclusively through dermatologists’ referrals. The brand gained significant attention after being featured on Citytv, which helped it expand into retail stores, including Shoppers Drug Mart, Canada’s leading health, beauty, and convenience retailer. This marked the beginning of Cover FX’s global presence. By 2003, the brand had expanded to international markets, including the UK, US, Hong Kong, and Australia.
In 2011, Cover FX attracted the attention of private equity firm L Catterton, which acquired the company. This acquisition provided the brand with the resources and strategic support needed to scale further. In 2022, Cover FX was sold to AS Beauty, a move that aligned with the brand’s goals for continued growth and innovation. Throughout the 2010s, Cover FX gained popularity among social media influencers, further boosting its visibility and sales.
The brand’s product line has evolved over the years to include highlighters, shimmer products, concealers, and skincare items. Their Power Play Foundation, a 40-shade line designed for oily skin, became a standout product, offering a semi-matte finish that resonated with customers. Cover FX’s online shade matcher and virtual try-on tools have also enhanced the customer experience, making it easier for individuals to find their perfect match.
Continuing Innovation and Expanding Reach
As Cover FX moves forward, the brand remains committed to its core values of inclusivity, clean beauty, and dermatologist-tested formulas. In 2024, Cover FX partnered with Paris Jackson for the Grammy Awards, where she used their Total Cover Cream Foundation to conceal tattoos, showcasing the brand’s versatile products.
Additionally, collaborations with TikTok content creators have helped the brand stay relevant and connected with younger audiences. The future of Cover FX looks bright as the brand continues to innovate and expand its product offerings. With a strong foundation built on the vision of Lee Graff and Victor Casale, Cover FX is poised to remain a leader in the beauty industry, providing high-quality, inclusive makeup for all skin types and tones.
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