Brand owner AS Beauty has shuttered two of its brands, CoverFX and Mally Beauty, amid mounting market challenges.
CoverFX took to Instagram to announce its closure, thanking its community for “more than 20 years of love, loyalty and beauty without compromise”.
The brand cited tariffs and a shifting global market as being behind its decision to shutter.
CoverFX’s Instagram post read: “While this chapter closes, our gratitude for this community and the impact we have made together will always remain.
“As part of this transition, our teams will no longer be monitoring or replying to messages in our CoverFX inbox.
“You can still shop your favourite products on coverfx.com and Amazon.com while supplies last.”
CoverFX was previously owned by L Catterton before being acquired by AS Beauty in February 2022.
The brand is best known for its complexion products and inclusive shade range.
Mally Beauty, founded by celebrity make-up artist, author and on-air personality Mally Roncal, has also announced its closure.
The brand is best known for its Evercolor Shadow Sticks and Face Defender setting powder, along with foundations and lip glosses, and was acquired by AS Beauty in 2021.
Announcing the closure news on Instagram, Mally Beauty wrote that due to “tariffs and market shifts”, it has made the “heartfelt decision to begin winding down” the business.
As part of this transition, Mally Beauty’s teams will no longer be monitoring or replying to messages in its email inbox.
“We are so thankful for the incredible journey we have shared with our Mally Beauty community,” Mally Beauty said in the Instagram post.
“Together, we have built a brand that celebrates confidence, joy and beauty that lasts.
“You can still shop your favourite Mally Beauty products on QVC.com and Amazon.com while supplies last.”
Mally Beauty and CoverFX’s closure announcements were made in the same week as Malin + Goetz placing its UK business into administration.
All of the US beauty brand’s UK stores have closed with immediate effect, along with its head office, resulting in the loss of 72 jobs – just over half of which are full-time positions.
Cosmetics Business has contacted AS Beauty for a comment.
Related content:
- Pat McGrath Labs seeks buyer as assets are put up for auction
- Is Estée Lauder Companies planning to sell Dr. Jart+, Too Faced and Smashbox?
- Updated: From Pat McGrath to Dr. Jart+ – beauty brands which could find new owners in 2026
- Claire’s UK collapses again as owners declare no ‘realistic possibility of trading profitably’
- Estée Lauder Companies, Beiersdorf and Puig among Saks Global creditors owed millions