AS Beauty pulls the plug on Cover FX and Mally Beauty due to costs and market shifts

AS Beauty is closing makeup brands CoverFX and Mally Beauty. The legacy makeup brands say rising industry costs and changes, such as tariffs and the transforming marketplace, contributed to the shutdowns. Both brands confirmed the closures on their respective Instagram accounts. Cover FX wrote that the beauty industry is facing “new challenges, from tariffs to a shifting global market,” leading to the company “winding down the business.”

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