What's Happening?
AS Beauty, the parent company of several beauty brands, has announced the closure of two of its makeup labels, Cover FX and Mally Beauty. The announcement was made via Instagram posts on January 22, 2026. Both brands cited challenges such as tariffs and market shifts as reasons for their shutdowns. Cover FX, known for its clean beauty products and inclusive shade range, was a pioneer in the beauty industry. Mally Beauty, popularized on QVC by its founder Mally Roncal, also faced similar market challenges. The remaining products from Cover FX will be sold through its website and Amazon, while Mally Beauty's final items will be available on QVC and Amazon. The closures leave Laura Geller, Bliss, and Julep Beauty as the remaining brands in AS Beauty's portfolio.
Why It's Important?
The closure of Cover FX and Mally Beauty highlights the ongoing challenges faced by beauty brands in a rapidly changing market. Tariffs and shifts in consumer preferences have made it difficult for some brands to sustain operations. This development underscores the volatility in the beauty industry, where even established brands can struggle to adapt to new market conditions. The closures may impact employees, suppliers, and consumers who have relied on these brands for their beauty needs. Additionally, it reflects broader trends in the industry, where companies must continuously innovate and adapt to survive.
What's Next?
With the closure of these brands, AS Beauty will likely focus on strengthening its remaining portfolio, which includes Laura Geller, Bliss, and Julep Beauty. The company may explore new strategies to navigate market challenges and sustain its operations. For consumers, the closure means limited availability of Cover FX and Mally Beauty products, prompting them to seek alternatives. The beauty industry may see further consolidation as companies strive to remain competitive. Stakeholders will be watching closely to see how AS Beauty and other companies adapt to these challenges.
