Cover FX was a cosmetics brand known for its inclusive range of foundation shades and complexion products. The brand was founded in 2000 by makeup artist Lee Graff to provide high-performance makeup formulated for all skin tones. Cover FX gained popularity in the 2010s for having one of the most diverse shade ranges in the beauty industry, with over 40 foundation shades. However, in 2021 it was announced that Cover FX would be closing down. This left many fans of the brand wondering – what happened to Cover FX?
The Origins of Cover FX
Cover FX was the brainchild of Canadian makeup artist Lee Graff. Graff had been working as a makeup artist for over 20 years when he decided to launch his own makeup line in 2000. He saw a gap in the market for high-performance, professional makeup that worked for all skin shades and undertones. At the time, most makeup brands only offered a handful of shades that didn’t work for many people with deeper skin tones.
Graff worked with chemists and makeup labs to formulate a range of foundations, concealers, powders and complexion products that provided full coverage and photographed well, while still looking like real skin. The foundations were designed with optimal undertones for different skin colors. The original Cover FX line launched with 20 foundation shades, compared to the 4-12 shades offered by most brands at the time.
The Growth of Cover FX
In its early years, Cover FX flew under the radar as a professional makeup artist brand. But as conversation grew around diversity and inclusion in the beauty industry in the 2010s, Cover FX gained attention for being ahead of the curve with its shade range.
In 2013, Cover FX expanded its foundation line to 30 shades. In 2015, they released 40 shades of the Custom Cover Drops foundation, which could be mixed and matched to create over 30,000 foundation combinations. This revolutionary product gained buzz in the industry.
Cover FX’s popularity skyrocketed in 2017 when they released their Total Cover Cream Foundation with an unprecedented 40 shades. Cover FX was praised as one of the most inclusive makeup brands, especially for a mid-range price point.
As demand grew, Cover FX expanded from specialty stores into bigger retailers like Sephora and Ulta in 2015. Sales and distribution expanded globally to over 20 countries. The brand also found success with complexion products like the Custom Infusion Drops and Correct Click Color Corrector line.
| Year | Milestone |
|---|---|
| 2000 | Cover FX founded by Lee Graff |
| 2013 | Expanded to 30 foundation shades |
| 2015 | Launched 40 shades of Custom Cover Drops |
| 2017 | Launched Total Cover Cream with 40 shades |
Acquisition by L’Oréal
In 2018, Cover FX was acquired by beauty giant L’Oréal for an undisclosed sum. L’Oréal had taken note of Cover FX’s success at matching diverse skin tones. Many speculated that Cover FX would help L’Oréal expand its foundation shade ranges across brands.
Under L’Oréal’s ownership, Cover FX continued to release innovative complexion products like Power Play Concealer and the Clean Fresh line. However, some fans complained that product quality declined slightly under the corporate parent company.
Cover FX also struggled to maintain its indie brand identity under L’Oréal. Some felt the original mission of inclusive makeup got lost in the shuffle of a large corporation more focused on profits over social causes.
The Decline of Cover FX
Despite early success capitalizing on the inclusive beauty movement, Cover FX began to decline around 2020. Industry insiders gave a few reasons for this downward turn:
– Increased competition. When Cover FX first launched 40 foundation shades, it was revolutionary. But other brands caught up and overtook them by launching 50, 60 or even 100 shades. Fenty Beauty and Huda Beauty offered more variety at competitive price points, eating into Cover FX’s market share.
– Lack of innovation. After the initial buzz over extensive shade ranges died down, Cover FX failed to innovate and lacked a strong brand identity beyond inclusivity. Consumers gravitated to competitors with more exciting product launches.
– Distribution issues. Cover FX struggled to maintain prime shelf space with Sephora and Ulta as competition heated up. Limited bricks-and-mortar presence made it harder for new customers to discover the brand.
By 2021, Cover FX’s sales velocity was lagging severely behind competitors. L’Oréal made the decision to discontinue the brand entirely by the end of the year.
The Discontinuation of Cover FX
In April 2021, L’Oréal announced that Cover FX would be shut down permanently by December 2021. All Cover FX products were pulled from shelves and the brand’s website began liquidation discounts.
L’Oréal stated that the discontinuation was due to the competitive market conditions and changes in consumer preferences. The rise of newer, indie brands with stronger digital marketing presences posed too much competition for Cover FX.
The permanent shutdown came as a shock to loyal fans who had relied on Cover FX for its shade inclusivity over the years. Some speculated that L’Oréal planned to absorb Cover FX’s diverse shade technology into its other major brands. But many saw the closure as a loss for diversity in the beauty industry.
By the end of 2021, Cover FX was completely off the market. Remaining inventory was sold off at major discounts. The Cover FX website now redirects to the L’Oréal website.
Cover FX’s Instagram account remains active with over 800k followers. But the brand is clearly defunct with only archival content posted. Comments are flooded with disappointed fans mourning the loss of Cover FX.
The Legacy of Cover FX
Though short-lived, Cover FX had an outsized influence on diversity and inclusion in the makeup world. As one of the first major brands to expand foundation shades, it sparked an industry shift that is still impacting the market today.
Some key parts of Cover FX’s legacy:
– Pioneered inclusive shade ranges. Cover FX made 40+ shades the new standard other brands had to meet.
– Proved the market for deeper tones. Its success showed the industry that catering to all skin tones was profitable.
– Inspired innovation in shade matching technology. Custom Cover Drops allowed an infinite range of shades.
– Normalized diversity in beauty marketing. Cover FX featured diverse models of all races in its campaigns.
– Forever changed foundation offerings. Even after Cover FX’s demise, most brands now offer 40+ shades.
Though the brand itself is gone, Cover FX’s influence remains through other brands continuing its mission of inclusive beauty. For many, Cover FX will be remembered as an innovator that pushed the industry in a more diverse direction.
Could Cover FX Make a Comeback?
Some loyal fans still hold out hope for a revival of Cover FX. A few factors could potentially allow Cover FX to make a comeback in the future:
– Nostalgic trends. As 90s and Y2K aesthetics revive, the original Cover FX line could find renewed interest. Other revived brands like The Ordinary have found success capitalizing on millennial nostalgia.
– Buyout potential. Cover FX still has strong brand recognition and goodwill. A niche brand seeking expansion could potentially buy the rights from L’Oréal to resurrect Cover FX.
– Market gaps. If shade inclusivity stalls and consumers voice demand for more diversity, an opportunity could re-emerge for Cover FX to fill that need.
– Founder involvement. If Lee Graff chose to buy back rights to the brand he created, his vision could revive Cover FX’s success.
However, L’Oréal has not indicated any plans to sell or bring back Cover FX at this time. Significant capital investment would be required to resurrect and re-establish the defunct brand. Still, hope persists that one day Cover FX could make a miraculous comeback.
Conclusion
Cover FX transformed from a niche pro-artist brand into a leader in inclusive beauty, before falling victim to corporate takeover and market competition. Its revolutionary expansive foundation shade ranges made an indelible mark on the cosmetics industry and paved the way for other brands to offer more diversity. While Cover FX itself is gone, its legacy lives on through continuing the mission of representing all skin tones in beauty. For many makeup lovers, Cover FX will remain iconic and unforgettable as a pioneer in inclusive beauty.
