Cover FX & Mally Beauty (AS Beauty Group)
BeautyUSAClosed 2026
Total Raised
Undisclosed
Peak Valuation
Undisclosed
Employees
—
Year Collapsed
2026
Business model
Multi-brand beauty holding company operating color cosmetics and skincare labels including Cover FX, Mally Beauty, Laura Geller, Bliss, and Julep.
In brief
A beauty holding company founded by the original creators of e.l.f. Cosmetics, built around acquiring and operating a portfolio of established but aging beauty brands including Cover FX and Mally Beauty, some with over 20 years of history. Facing an oversaturated beauty market an…
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Key facts
- Founded
- 2019
- Closed
- 2026
- Headquarters
- New York, USA
- Industry
- Beauty
- Employees
- —
- Revenue
- Undisclosed
- Founders
- Alan Shamah, Joey Shamah, Victor Azrak, Ralph Azrak
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Often compared with: e.l.f. Beauty, Kosas.