Cover FX Announces Closure

After more than 25 years in the beauty industry, Cover FX has announced it is closing.

The news was shared via Instagram, with the brand citing mounting industry pressures — from tariffs to an increasingly challenging global market — as the reason for the closure.

Founded in 1999, Cover FX was built to solve a problem. Developed by chemist Victor Casale in a Toronto-based cosmetic clinic, the brand was originally created for those with sensitive, reactive, or post-procedure skin who struggled to find makeup that wouldn’t irritate.

It was that clinical grounding that helped shape the brand as it moved beyond professional settings and into the mainstream. Cover FX built a loyal following around its high-performance complexion products — particularly its full-coverage foundations and concealers — known for delivering serious coverage without fragrance, parabens, mineral oil, or other common irritants. The brand did this at a time when ‘clean’, ‘inclusive’, and ‘dermatologist-developed’ beauty weren’t yet part of the mainstream conversation.

By the mid-2010s, the brand had achieved cult status thanks to products like the Total Cover Cream Foundation and Custom Enhancer Drops, which became fixtures in both makeup artists’ kits and everyday beauty bags. The Custom Enhancer Drops even helped define a lasting shift in glow-enhancing products — moving highlighter away from a one-note sheen towards something customisable, buildable, and skin-adaptive.

In 2011, Cover FX was acquired by L Catterton, a move that supported its expansion into mass-market retail and helped scale the brand internationally. More than a decade later, in 2022, the brand was acquired by AS Beauty Group, joining a portfolio that includes Laura Geller and Julep. Under new ownership, the brand underwent a refresh, which saw it update its packaging, reformulate existing favourites, and put renewed focus on digital retail. It was less reinvention and more a return to the brand’s core strengths of complexion expertise, inclusivity, and performance.

In its closing message, Cover FX thanked its community for more than two decades of support and loyalty.

For those wanting to stockpile their favourite products, remaining stock will be available to shop online at coverfx.com and amazon.com.