Walk into any makeup aisle a few years ago and chances are, Cover FX would’ve caught your eye. But lately, some fans and curious shoppers have been asking the same thing: Is Cover FX going out of business? The short answer is no—Cover FX isn’t shutting down. In fact, if you look at what’s been happening behind the scenes, the story is pretty much the opposite.
Still, the rumors are easy to understand. Some popular products vanished. The Cover FX website went quiet for a while. Shelves at Sephora and other stores started looking sparse. But step back, and there’s a bigger picture that shows a brand working through changes, not closing its doors.
The 2022 Acquisition: Why Cover FX Pressed Pause
Back in 2022, Cover FX got a new owner. The brand, which built its name on customizable, sensitive-skin friendly formulas, was acquired by AS Beauty. For some customers, any company getting bought can sound unsettling. People wonder if their favorite products will disappear or if the new management is just going to cash in and move on.
That didn’t happen here. The first thing the new owners did was slow things down. They put a hard stop on new launches for about a year and a half. Some regulars were frustrated by the lack of fresh drops, but the brand was focusing on the basics. They wanted to go through their existing products, update formulas where needed, and give the packaging a makeover.
There was a practical reason, too. As trends move fast (even in foundation and highlighter), brands have to keep up or risk losing customers. AS Beauty went all-in with a brand refresh, not because things were going under, but to make Cover FX fit today’s shopper.
Refreshing the Brand: Behind the Pause in Product Launches
The refresh wasn’t just about slapping a new logo on the bottles. Cover FX took about 18 months to rethink and improve its products. Some formulas were updated to meet stricter ingredient standards, especially as customers care more about clean beauty now than ever. Packaging got a reboot so it’d appeal to both old fans and a newer, younger crowd scrolling TikTok.
During this time, there were no major new product launches. If you were checking their social feeds or website, things could’ve looked eerily quiet. And that probably sparked more “Are they going out of business?” talk. But in reality, the company was working in the background, preparing for a comeback rather than a quiet exit.
Think about it this way—sometimes, the best way to move forward is to pause, look at what’s working (and what isn’t), and come back stronger.
From Silent to Soft Relaunch: How the Website Changed the Game
While the product revamps were happening, Cover FX’s digital storefront needed an upgrade too. Their previous site felt outdated, and as more shoppers switched to buying makeup online, this became crucial.
In September 2023, Cover FX quietly launched a new version of their website. They called this a “soft relaunch.” Only a handful of products were back in stock, with more being added gradually. It was pretty low-key—no splashy announcements, just a new shopping experience for those who looked.
Then, a few months later in February 2024, the brand went for a more formal relaunch. This time, they had their full collection ready. Everything from the famous Custom Cover Drops to primers and powders returned with new packaging and improved formulas. Their website finally reflected the refresh, with easier navigation and slicker product images. It wasn’t about making a lot of noise—they just wanted to make sure the brand felt alive and up-to-date.
Sales Growth and Customer Response: The Numbers Tell a Different Story
Maybe the most surprising part? Since the relaunch, Cover FX says its sales are up more than 800% compared to the year before. This isn’t the sign of a company in trouble—it’s usually what you’d expect from a buzzy comeback.
Customers noticed. Social media picked up on the relaunch, and influencers started talking about the “new” Cover FX. Some old customers were excited to see their favorites return, while new customers were curious about the improvements. The vibe was positive, with many people appreciating how the brand updated itself without throwing out the core values that made it popular.
Of course, not every product made it back onto the shelves, and not every fan was satisfied right away. But the general reaction was, “Finally, they’re back,” not, “Wow, they’re gone.”
Why Did Cover FX Leave Sephora? Retail Realignment Explained
One of the main things that fueled the business closure rumors was Cover FX leaving Sephora. For years, Sephora was where you’d find their bestsellers. Once those displays disappeared from the store, some people assumed the worst.
But what actually happened was more about strategy than survival. Cover FX, like a lot of indie and mid-size brands in recent years, made choices about where and how to sell. Sephora has become more competitive and expensive for brands to stay on shelves. By pulling out, Cover FX saved money and could control their customer experience through direct online sales.
They didn’t vanish from the market—they just shifted focus. You can still buy Cover FX online and through a small group of select retailers. This approach gave them space to focus on product development and online growth, instead of stretching thin across too many stores.
Keeping Customers in the Loop—Even During the Quiet Times
During those 18 months with little noise, Cover FX still sold some classics directly online. Their team also kept up posting on social media, even if it was mostly about answering questions and keeping people updated.
There were real people responding to DMs and comments, telling shoppers what was coming and why favorites were out of stock. This wasn’t a company ghosting its fans or going radio silent after layoffs. If you reached out, you usually got a reply.
There’s also something to be said about the power of social media in keeping brands alive, even when shelves are empty. Loyal customers shared old favorites, compared notes, and speculated about the relaunch. It kept Cover FX in the conversation, even as things looked uncertain from the outside.
What All This Means for Cover FX—and What to Expect Next
So, is Cover FX going out of business? There’s really no sign pointing to that. They went through a pretty major transformation, took time to do it right, and it paid off with stronger sales and a refreshed look.
Sure, the way people buy Cover FX has changed. Fewer retailers mean you need to go online more often, but that’s become normal for a lot of brands after 2020. If anything, Cover FX’s story matches what’s happening in beauty as a whole—less emphasis on being everywhere, more effort in doing a few things well.
As of mid-2024, the company says it’s actively working on more product innovations for the next year—and it’s growing, not shrinking. Shopping habits and retail partners might shift again, but that isn’t unusual in today’s beauty market. Brands change where and how they sell almost as often as they update formulas.
If you’re still trying to keep tabs on what else is happening with beauty companies or other businesses churning through big changes, it’s worth keeping an eye on good reporting like SeraBusiness, which covers these industry shifts in real time.
So, while rumors can spread fast—especially when a brand vanishes from a favorite retailer’s shelf—Cover FX isn’t a story of decline. It’s more like one of patience, planning, and honest communication with its fans. No drama, just a company that hit pause, made changes, and is set on growing. For anyone still loyal to the old Cover FX, or curious about what’s next, it might be worth checking out what they’ve done in their latest chapter.
And really, there’s something kind of refreshing about a beauty brand that just puts its head down, does the work, and keeps chatting with its customers along the way. That feels more solid than ever.