By  on December 18, 2018

Cover FX is expanding its selection of vegan and cruelty-free primers to zero in on specific consumer-requested issues. Celebrity makeup artist Jamie Greenberg has been tapped to educate users about the primers that each offer a distinct sensorial formula such as a jelly or a mousse.

The brand, which private equity firm L Catterton has backed since 2011, is known for custom coverage. Earlier this year, it deepened that commitment with an inclusive 40-shade foundation line. The next step, according to the company, is for Cover FX to adapt to the one-size-doesn’t-fit-all approach to primers. Reacting to requests, the primers offer high levels of hydration, fight the effects of pollutants, acne and facilitate effortless, extended makeup wear.

To continue reading this article...

load comments
blog comments powered by Disqus