Fitcover has created an Australian-made 100 per cent natural, vegan, cruelty-free mineral makeup specifically designed to withstand the most intense sweat-a-thon, perfect for gym-goers and fitness enthusiasts.
Nova Jane, founder and CEO of Fitcover Group Pty Ltd, had a love for sport and fitness her entire life however struggled with bad skin and felt self-conscious about training barefaced at the gym. She saw a gap in the makeup and fitness market for a product that would not aggravate her skin or run whilst training so in 2017, Nova took the plunge and created Fitcover.
Nova says, “I always felt so self-conscious about my bad acne and knew that if I was going through this, other girls out there were too. I could not find a product specifically for training and sweating that could cover my acne in the gym whilst not clogging up my pores and aggravating her acne even more. I was told again and again that the makeup industry would be too hard to break into but with the inspiration from my firstborn child, I knew I had to take the leap and prove all the science and pharmaceutical ‘experts’ wrong,” Nova says.
In just three years in the market, Fitcover has already achieved remarkable business growth driven by its very niche marketing strategy and loyal following among fitness lovers and professionals, not just in Australia, but globally, says Nova. Fitcover is made through careful selection of natural ingredients such as Zinc Oxide, Vitamin E and Olive Squalene created in unique formula designed to match any woman’s active lifestyle, she said.
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