Cover FX Power Play Foundation

Cover FX is a high-performance cosmetic brand that gained a global following for its inclusive shade ranges and clinical-grade ingredients. The brand was founded in 2000 in Ontario, Canada, born out of the specialized needs of the Cosmedic Clinic at Sunnybrook Health Sciences Centre. It was originally designed to provide safe, effective coverage for patients with serious skin conditions like rosacea, eczema, and psoriasis, shifting the industry toward 'clean beauty' long before the term became mainstream.

Over the decades, the brand transitioned from a niche medical-grade line to a staple in major retailers like Sephora and Ulta. Its manufacturing has traditionally been centered in North America to maintain high quality-control standards. In 2022, the brand underwent a significant ownership change when it was acquired by a private equity-backed beauty conglomerate, moving its headquarters and primary operations to New York. This transition allowed the brand to modernize its formulas while staying true to its roots of high-pigment, vegan, and cruelty-free makeup.