The Full story
Cover FX creates makeup products that help you look your best while actually improving your skin over time. Foundation is their specialty and the mission is to give every woman her perfect match. With over 40 inclusive shades, their unique formulas provide a precise match, based on your undertone, for skin of all ethnicities.
Cover FX makes base products for all skin tones and ethnicities. The picture below shows a colour map with their colour range for different skin tones and undertones. .
GREAT BEAUTY BEGINS WITH A GREAT FOUNDATION
COVER FX was founded in 2000 and is located in Toronto, Canada. Created based on the need for products that would offer therapeutic benefits and environmental protection while being free of all irritants and suitable for even the most sensitive skin. It all started with co-founder Lee Graff's dedication to help burn-victims and patients with skin disorders achieve flawless skin with superior products and formulations. With this chemical engineering background, Cover FX was born.
In 2012 Cover FX got a makeover. New logo, new packaging, new formulations from the brand that continues to offer a global shade palette with good-for-you ingredients. Great beauty begins with a great foundation. Cover FX understands that everybody’s skin is different. The brand offers up to 40 shades of foundation, each with a unique formula to ensure a precise match. Made with ingredients chosen specifically to prevent irritation, Cover FX makeup is suitable for even sensitive skin. Products are free from parabens, fragrance, mineral oil, talc and gluten, and rich instead in vitamins, emollients and redness reducers, guaranteeing a pristine, airbrush-like finish.
SKIN CARING MAKEUP
A generation ago, there were no complexion options for those with severely sensitive skin or dermatological conditions – until Cover FX was born. All Cover FX products are still tested to clinical specifications to be sure that they are completely gentle and irritant-free. Once you have found your right shade, you can be confident that the products will never irritate and that they can improve your skin during wear and over time. They take ingredient choices seriously which is why each product is packed with vitamins, emollients and redness reducers plus Free of the Inflammatory 5: parabens, fragrance, gluten, mineral oil and talc.
To go a step further and ensure that each product is safe for even the most sensitive of skin, all Cover FX formulas are developed under the supervision of dermatologists and clinically tested, for a truly healthy foundation. You can also rest easy knowing that all of the products are vegan and cruelty-free.
VICTOR CASALE – CHIEF OF INNOVATION
Victor Casale began his career as a founding partner, Chief Chemist and Managing Director at MAC Cosmetics, Ltd., where he gained a reputation as a world-renowned product innovator. In 2000, Vic was introduced to Lee Graff and was impressed by her work at the CosMedic Clinic, so much so, that he offered resources to help her develop a line of full coverage foundations specifically for her clients. Today, that original line forms the backbone of what is Cover FX. As Chief Innovation Officer, Vic personally oversees the development of each Cover FX product using the latest technology and stays true to the founding philosophy of designing products free from any irritants.
In addition to his work with Cover FX, Vic established INTERACT Management, an angel funding firm which offers early-stage funding and management guidance for companies that share his corporate philosophy. Vic is also co-founder of the Toskan Casale Foundation, a philanthropic organization established in 2000.
LEE GRAFF - CO FOUNDER
Lee began her career in 1985 as a Corrective Makeup Specialist at the CosMedic Clinic at Sunnybrook Health Sciences Centre. Her work there required her to find products that could offer her clients therapeutic benefits and environmental protection while being free of all irritants and suitable for even the most sensitive skins. In addition, Toronto's multi-cultural population made it impossible to provide full-coverage and an extremely natural look without developing a broad colour spectrum, one capable of perfectly matching almost any skin colour on the planet. When Lee was unable to find the products that fit those standards, she led the effort to develop the product line that today is known as Cover FX.
Lee continues her work as a Corrective Makeup Specialist to this day. She tests all Cover FX products at Sunnybrook Health Sciences Centre to ensure that they are safe, effective and irritant-free for all skin types and all ethnic backgrounds. In addition to her work with Cover FX and Sunnybrook, Lee has been instrumental in the creation of similar clinics at NYU Medical Centre in New York City, Henry Ford Hospital in Detroit Michigan and Howard University in Washington, DC.
- Was founded in 2000 and is based in Toronto, Canada
- Free of all irritants and suitable for even the most sensitive skin
- Unique formula ensures a precise match, up to 40 shades
- Each product is packed with vitamins, emollients and redness reducers
- Shades are divided in skin tones (light 0-20, medium 25-40, medium/dark 45-80, dark 90-125) and undertones (Pink,Neutral,Golden,G+)