Cover FX is expanding its selection of vegan and cruelty-free primers to zero in on specific consumer-requested issues. Celebrity makeup artist Jamie Greenberg has been tapped to educate users about the primers that each offer a distinct sensorial formula such as a jelly or a mousse.

The brand, which private equity firm L Catterton has backed since 2011, is known for custom coverage. Earlier this year, it deepened that commitment with an inclusive 40-shade foundation line. The next step, according to the company, is for Cover FX to adapt to the one-size-doesn’t-fit-all approach to primers. Reacting to requests, the primers offer high levels of hydration, fight the effects of pollutants, acne and facilitate effortless, extended makeup wear.

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