CoverFX Total Coverage Cream Foundation A Little History Founded in 1999 by Lee Graf, medical and beauty strategist, Toronto-based Cover FX started as a clinic for sensitive skin and other skincare issues. A while later, it expanded and began selling its own makeup line. I knew Cover FX as a manufacturer of innovative drops that could be used to treat skin issues, as a skin tint, to add or change the color of liquid foundations. Cover FX was sold at Sephora for a number of years, but the brand disappeared from Sephora over the past couple of years. In February 2022, Cover FX was acquired by AS Beauty, the beauty brand development company that began in 2019 by the original founders of E.L.F. As of 2022, AS Beauty was the owner of Julep Beauty, Laura Geller, and Mally Beauty in addition to the new acquisition, Cover FX. Cover FX Total Coverage Cream Foundation Cover FX fell off of my radar screen once it disappeared from Sephora, but a couple of months ago, Cover FX and their revised formula Total Coverage Cream Foundation started to appear constantly on my Facebook feed. I was not familiar with their original Cream Foundation, so to me it was new. For […]
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