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AS Beauty Shuts Down CoverFX & Mally Beauty

Both AS Beauty-owned brands announced the closures on social media.

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By: Rachel Klemovitch

Assistant Editor

AS Beauty has closed two of its brands, CoverFX and Mally Beauty, amid growing market challenges.

Both brands announced the news on social media.

CoverFX thanked its community for “more than 20 years of love, loyalty and beauty without compromise.”

CoverFX was previously owned by L Catterton before being acquired by AS Beauty in 2022. The brand is known for its complexion products and inclusive shade range.

Mally Beauty was founded by celebrity make-up artist Mally Roncal and was acquired by AS Beauty in 2021. The brand is known for its Evercolor Shadow Sticks and Face Defender setting powder, along with foundations and lip glosses.  

Mally Beauty said on Instagram the closure is due to “tariffs and market shifts.”

The brand thanked its Mally Beauty community and assured consumers that products will still be available on QVC.com and Amazon.com while supplies last.

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