Cover FX is aiming to put coverage control in the hands of consumers with the introduction of Custom Cover Drops, innovative flesh-toned pigments that can be added to liquid skincare products for a customized, DIY, seamless face finish.
Executives from the Canadian brand, best known for its wide range of foundation shades, said the new product will be a game-changer by turning every user into a skin care mixologist.
“Our clients want to be able to customize their beauty routine,” said said Derek Selby, Cover FX Global Brand Ambassador. “Most would like to tweak their existing favorite products but don’t have the expertise to know how to do it. With Custom Cover Drops all you have to do is find your perfect shade and then you can ‘Make your own beautiful.’”
A dropper is used to deliver small doses of the highly concentrated pigment to create the perfect complexion tint ranging from sheer (one drop) to a full coverage foundation (four drops). The product is then applied like any foundation using a brush or fingers. Lecithin, which is biochemically similar to skin, coats the pigments and allows the ingredients to blend and spread effortlessly.
“The science behind Custom Cover Drops features our trademarked ‘Flash Fusion Technology,’” said Derek. “It features pure pigment suspended in a fine solution that flashes off when mixed with water, oil or silicone-based products. This allows you to mix Custom Cover Drops with your moisturizer, primer, serum, beauty oil, foundation, BB, CC etc.”
In addition to coverage control, since it can be added to products that are already in a user’s existing beauty routine, an additional benefit of the drops is the convenience of saving time and counter space.
Custom Cover Drops is available in 24 shades ranging from very fair to deep tones, and retails for $44 at Sephora, Sephora.com and CoverFX.com.