(images and info from www.covermark.co.jp)

Covermark was originally an American brand. It was founded by Lydia O’Leary in New York in 1928 as she developed a product to cover the birthmark on her face. (The product was named Covermark.)

In 1960, Japan O’Leary Corporation was established to distribute Covermark in Japan. The company was then separated from O’Leary Coporation in 1992 and became independent. It started to formulate and produce new base makeup products.

Covermark Japan also carries basic point makeup and skincare items. The latest skincare range is the Cell Advanced range. However, Covermark has always been famous in Asia as a base makeup brand.

(The original US Covermark site can be found here, and you can read more about the history of the brand here.)

(Covermark Basic Formula,
in 23 shade, SPF 33, PA+++)

The Covermark Basic Formula (above) is based on two of Covermark’s original products, Covermark S and Excellent Covermark E. It is a paste-type foundation which is able to create a full coverage.

Some of Covermark’s other popular products include Moisture Veil (the brand’s only powder foundation at the moment), Soft ES Pact (also with a paste consistency), Essence Foundation (cream foundation), and Essence Foundation Liquid (liquid foundation, seen at the top of the post).

Covermark is currently available in Japan, China, Hong Kong, Singapore, Taiwan, and Thailand. (Check out the English site here.)

I have not had a chance to try products from Covermark yet. If you have, do let us know what you think. Thank you very much!


Related posts:

Japanese Base Makeup Week

SUQQU Clear Veil Powder

Remembering Raycious

Other Japanese Cosmetics Focus posts:

(another brand noted for base makeup items)

Kanebo Freeplus

Sony Vecua