Is Cover FX Going Out of Business in 2023? Heres Everything We Know So Far!

by Cornell Yule

Okay, here’s my post about Cover FX, based on the information you provided and written in the style of the example:

Is Cover FX Going Out of Business in 2023? Heres Everything We Know So Far!

So, I’ve been a huge fan of Cover FX for years. Their foundation is literally the only one that matches my skin tone perfectly. But lately, I noticed something weird. I couldn’t find their stuff at Ulta anymore! Naturally, I started to panic. Was my holy grail makeup brand going out of business?

I took to the internet, and dug around to find some answers. It was like a wild goose chase, but here is what I found:

  • First off, it seems like AS Beauty bought Cover FX in early 2022. Apparently, the deal was in the works for a while and finally closed. AS Beauty also owns other brands like Laura Geller and Bliss.
  • Then I discovered that this acquisition is supposed to be a good thing! Some financial expert named Azrak said that sales for Cover FX could grow by like 20% this year and even double in 2023. That’s huge!
  • I also read that Cover FX was doing a major “brand refresh” after being acquired. This was supposed to be the reason for the spike in sales.
  • I even found something about a company called SSG Capital Advisors, but I’m not entirely sure what role they played. It might have had something to do with the sale.

The most important thing I learned is that the purchase of Cover FX by AS Beauty is expected to make the new parent company 20% bigger, which in turn is anticipated to increase overall revenue by a whopping 40% by 2023!

But get this – Cover FX had basically disappeared for like two years! No new products, no marketing, nothing. It was like they fell off the face of the earth. But now, they are apparently planning a comeback and will no longer be sold at ULTA or Sephora.

After all this digging, I’m actually feeling relieved. It sounds like Cover FX isn’t going anywhere, they’re just changing. This new AS Beauty company seems to know what they’re doing, and the brand refresh could be exactly what Cover FX needed.

Is Cover FX Going Out of Business in 2023? Heres Everything We Know So Far!

My Takeaway

So, if you’re like me and were worried about Cover FX, don’t be! They are still around. They’ve just been through some changes. I’m keeping my fingers crossed that they’ll come back stronger than ever. I guess only time will tell, but I’m hopeful!

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