CoverGirl was founded in 1961 by the Noxzema Chemical Company. Originally having only 6 products, the makeup was marketed as being a “medicated” makeup line with Noxzema’s face cream ingredients of menthol, camphor, and eucalyptus.
Model and actress Jennifer O’Neil, who was 15 in 1963, began working for CoverGirl as their model. Her 30-year product endorsement made CoverGirl the top-selling brand of makeup in the US. Cybill Shepard was another model for the company, advertising the more natural look of the 1960s and 1970s, establishing the “girl next door” look.
The company has used numerous models for their makeup lines, including singer Katy Perry, comedian and talk show host Ellen Degeneres, along with long-time model Christie Brinkley, who greatly increased company sales when her advertising campaign debuted in 1985.
The company was once one of the largest global brands to conduct animal testing, but this is no longer true.
CoverGirl hired a male model for their makeup line and New York resident James Charles was recently named one of the 25 Most Influential People on the Internet by Time Magazine.
The company was acquired by Coty, Inc., in 2016.
CoverGirl launched an entire line of cosmetics specifically for women of color in late 2018.
The company also opened its first store in Times Square, New York, in 2018, which features augmented reality, where clients can “try on” various makeup looks via a computer program.
Headquarters are located in New York, New York