THE WHAT? AS Beauty has announced the acquisition of Cover FX, its fourth purchase since 2019. Terms of the deal were not disclosed.

THE DETAILS Cover FX joins Laura Geller Beauty, Mally beauty and Julep Beauty and will increase the parent company’s size by 20 percent, and is expected to boost overall revenue by 40 percent by 2023

THE WHY? Ralph Azrak, Chief Operating Officer of AS Beauty, commented, “The brand is one of the first to sit at the intersection of high-performance color, customization, and skincare. The history, quality, and global shade range that Cover FX has offered for over two decades caught our attention right away. In the coming years, we will use our resources to fuel innovation and expand our audience. We are thrilled to bring this brand on board and continue to be on the lookout for new opportunities.”