Cover FX says its major brand refresh is driving a major spike in sales.
Shortly after being acquired in 2022, Cover FX — a clean beauty brand founded in 1999 — took 18 months off from introducing any new products to reformulate some existing ones, update packaging and build a new website with a Shopify integration. It did a soft launch in September 2023 before formally relaunching in February 2024 with a greater focus on social-first content.
Now, Cover FX says it’s reaping the benefits of the turnaround.
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