About Cover FX
Cover FX is a Consumer company based in Toronto (Canada) founded in 2000, and was acquired by AS Beauty in January 2022. Natural makeup products are offered online by Cover FX. Its website coverfx.com draws about 95 thousand monthly visits. Cover FX offers products and services including Power Play Foundation, Total Cover Cream Foundation, Pressed Mineral Foundation, Radiant Start Tinted Moisturizer, and The Discoloration Duo. Its focus areas include Consumer Goods, Beauty & Personal Care Products, Makeup and Multi-Category. Its legal entity is COVER FX SKIN CARE LIMITED. Its competitors include ILIA Beauty, Nudestix and Bite Beauty; 1 of its 3 listed competitors has raised funding.
Company details
Cover FX was founded in 2000 as an Ontario corporation in Toronto, Canada, focusing on the cosmetics sector. Natural-looking foundations in over 30 shades are produced, free of parabens, fragrance, gluten, mineral oil, and talc. Formulas are developed under dermatologist supervision and clinically tested. Products were launched in Shoppers Drug Mart in 2003, with operations centered on internet-first distribution.
- InvestorsL Catterton
& 1 more
- Acquired byAS Beauty
(Jan 2022)
Products & Services of Cover FX
Cover FX offers a comprehensive portfolio of products and services, including Power Play Foundation, Total Cover Cream Foundation, Pressed Mineral Foundation, Radiant Start Tinted Moisturizer, and The Discoloration Duo.
Provides longwear coverage for various skin types.
Offers full coverage without quitting for all-day wear.
Delivers light, shine-free natural coverage options.
Provides sheer coverage with added skin hydration.
Combines concealer and foundation for complete coverage.
Apps and channels of Cover FX
its YouTube channel CoverFX has 724 subscribers and 30 videos.
Videos from Cover FX
The most watched videos on Cover FX's YouTube channel, CoverFX (724 subscribers). Click a video to play it here.
More on CoverFX.
Funding Insights of Cover FX
- Total Rounds 1
- Investors Count 1
All 1 funding rounds of Cover FX with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jun 2011 | Private Equity Round | – | L Catterton | – |
2 investors in total: 2 institutional.
Investors in Cover FX
Cover FX has secured backing from 2 investors, including venture fund investors. Prominent investors backing the company include L Catterton and AS Beauty.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
L Catterton is recognized as a leading consumer-focused private equity group. | lcatterton.com | Greenwich, United States | ||
Online platform for selling and managing beauty products via shopping cart features. | 2019 | asbeautyco.com | New York, United States |
Investor details for Cover FX
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of Cover FX
1 people are tracked at Cover FX (1 in leadership).
| Name | Role | Group |
|---|---|---|
Emily Culp | CEO | Leadership |
Complete people profiles for Cover FX
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of Cover FX
3 dated milestones of Cover FX across 22 years, from founding to its latest funding, stage changes and deals.
- Founded Cover FX is founded.
- Funding First funding round.
- Exit Acquired by AS Beauty.
Competitors of Cover FX
Cover FX has 3 listed competitors in our database, 1 of them funded. They include ILIA Beauty, Nudestix and Bite Beauty.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| iliabeauty.com | 2011 | Vancouver, Canada | $11.5M | Clean, skincare-powered makeup and cosmetics are developed and offered. | ||
| nudestix.com | 2014 | Toronto, Canada | Makeup crayons and beauty products are manufactured by Nudestix. | |||
| bitebeauty.com | 2011 | Toronto, Canada | Specializes in customized lip cosmetics as a leading beauty brand. |
Detailed competitors of Cover FX
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
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Web traffic of Cover FX
The website of Cover FX (coverfx.com) receives about 95.2K visits a month.
- Monthly visits95.2K
▲ 9.8% vs previous month
Websites whose visitors overlap most with Cover FX. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| sephora.com | 100% | 54.5M | #494 | View details | |
| beautybay.com | 93% | #25,025 | View details | ||
| paulaschoice.com | 84% | 1.8M | #30,997 | View details | |
| ulta.com | 78% | 47.7M | #504 | View details | |
| benefitcosmetics.com | 76% | 838.1K | #59,205 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 15 similar websites and full traffic analytics for Cover FX
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- 15 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
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Related news about Cover Fx
Complete news archive for Cover FX
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- Full article archive
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- Older coverage
- Brand-specific news history
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Frequently Asked Questions about Cover FX
Cover FX was founded in 2000 and raised its 1st funding round 11 years after it was founded.
Cover FX is headquartered in Toronto, Canada. It is registered at Toronto, Ontario, Canada.
Cover FX was founded in 2000 as an Ontario corporation in Toronto, Canada, focusing on the cosmetics sector. Natural-looking foundations in over 30 shades are produced, free of parabens, fragrance, gluten, mineral oil, and talc. Formulas are developed under dermatologist supervision and clinically tested. Products were launched in Shoppers Drug Mart in 2003, with operations centered on internet-first distribution.
Cover FX's top competitors include ILIA Beauty, Nudestix and Bite Beauty.
Cover FX offers Power Play Foundation, Total Cover Cream Foundation, Pressed Mineral Foundation, Radiant Start Tinted Moisturizer, and The Discoloration Duo.
Cover FX has 2 investors. Key investors include L Catterton, and AS Beauty.
Cover FX operates through Cover Fx Skin Care Limited.
Yes. Cover FX was acquired by AS Beauty in January 2022.