CoverFX President and Co-Creator, Lee Graff, has changed the way women feel about beauty by offering a complete line of foundation systems that feature a product perfect for everyone and anyone.  Glimmer Gloss Glow asked this beauty brand pioneer a few questions about her journey to this point, her products, and future goals for CoverFX.  Find out what the President of the Foundation Authority brand has to tell us in this edition of Words with a Brand.

Q:  Where is your company based out of?
Toronto, Canada

Q:  How long has CoverFX been in business?
We started our research, development & testing in Feb 2000 and launched into retail March 2003

Q:  How did CoverFX come to be?
I couldn’t find an existing brand of foundations that met my needs for my patients at the CosMedic Clinic so Jenny Frankel who is a chemical engineer and I started to research and develop what is now Cover FX in Feb 2000.  We tested our 1st product, Cover FX total coverage cream foundation for 1 ½ years on my patients who had very sensitive skin and pigment issues such as rosacea and acne.

Q:  Was it difficult to decide on the perfect name for the brand? Who came up with it?
Yes it was!  But ultimately Cover FX (the effects of the coverage) was a name we submitted and it was approved.  Since then, it seems as though the brand could never have been called anything else but Cover FX!

Q:  Was it challenging to take the brand from an idea to an actual business plan?  What were the biggest obstacles?
Oh my gosh, you cannot even begin to know the obstacles.  Jenny and I took one day at a time and made a list of every day accomplishments and things that needed to be completed.  We never had any idea what would come up.  Looking back to when we started, it seems like a dream that we are where we are today.

Q:  What issues does CoverFX address that other product lines do not?
We are the Foundation Authority – there is no other brand I know of that can make this claim.  We have colours for the global shade palette that exists and 5 different textures from sheer to total coverage.  Foundations are what we know the very best based on our roots, history and how we have evolved.

Q:  What inspires the colors for your bronzer and lip product lines?
Lots of research with our Pro team and in general market research.

Q:  Do you have any new products in the works at the moment?
We are always developing new products.  SHHHHH they are a secret though.

Q:  What are the future visions and goals for CoverFX?
Brand awareness and instant recognition of Cover FX being the Foundation Authority

Q:  What do you feel draws someone to purchase a particular product or brand?
A recommendation from either a friend or someone whose opinion you respect.

Q:  Do you personally ever leave the house without doing your makeup?
I do not leave the house without my SkinPrep FX and Natural FX on.  Sunglasses are a must especially with no eye makeup on!

Q:  Do you have any beauty secrets or tips that you think most people do not know?
Skin is always in.  Healthy Skin, Healthy Makeup.  Use foundations that contain an SPF.  Sun exposure is the number one reason skin ages. Your age should be your secret.

For more information or to purchase products, please visit CoverFX.com.