www.lux-review.com Page 41 LUX 2022 Health Beauty & Wellness Awards Nova Jane Ward founded Fitcover when she decided to merge the two industries she holds the greatest passion for – fitness and cosmetics. Nova holds a strong love for fitness and throughout her life enjoyed training in team sports such as the Melbourne Maidens in the LFL, for solo fitness competitions, and everything in between. Unfortunately, her love for exercise came with an unwanted side effect – bad skin! Having always struggled with acne – the type that turns into cysts – she felt self-conscious but trying to cover her skin with make-up led to clogging and caking up of her pores. BUT she certainly didn’t want to stop working out! Then, it dawned on her: Why isn’t there make-up out there that is made specifically for training and sweating? Nova was in her twenties and with her thirties closing in quickly, she couldn’t see her skin getting any better. She had a deep notion inside her that if she was going through this, others had to be too. Fitcover became a reality in 2017. Through a careful selection of natural ingredients including zinc oxide, vitamin E, and olive squalene to create unique formulas, the company has created a make-up that is both sweat-resistant and that is actually beneficial to the skin. As a brand, Fitcover is bridging the gap between make-up and fitness by offering sweat-proof cosmetics that are skincare disguised as make-up to both nourish the skin as well as empower women to live a more positive, confident, healthy and active lifestyle. Fitcover is revolutionising the fitness and makeup industry with the first-ever Australianmade 100% natural, vegan, cruelty-free mineral makeup specifically designed to withstand the most intense sweat-a-thon, perfect for the gym-goers, fitness enthusiasts, and just everyday active people. Mar22700 Fitcover Group Pty Ltd Leading Innovators in Sweat-Resistant Cosmetics 2022 Fitcover’s mission is to help people all around the world to feel confident in their own skin, with the aim of inspiring and empowering them to take the leap to becoming their best selves. Nova says, “One of our sayings is, “Yes, I wear make-up to the gym.” We want to help squash the stigma that wearing make-up to the gym is “bad” and it’s really about wearing products that are good for your skin whilst keeping your confidence at an alltime high whilst training.” Fitcover’s bestselling and awardwinning Active Mineral Powder Foundation and Sweat-Ready Mineral Infused Liquid Foundation are specifically formulated to be sweatresistant, waterproof, hypoallergenic and free of pore-clogging ingredients. The formulas are also potent with anti-ageing benefits and have an all-natural SPF 15+ to keep the skin hydrated and protected. Alongside this, Fitcover provides a unique online foundation matching service. Knowing that some customers feel hesitant about buying make-up online, especially when unsure about their perfect shade, the company created its online Match Maker service. Individuals can simply fill in their details and upload two photos of their face in natural light with no make-up or camera filter on and one of Fitcover’s friendly staff members will advise them on their perfect shade. Not only this, but Fitcover also offers ‘try before you buy’ samples which include three different shades, so customers don’t have to commit to a full size product without trying the sample first. Fitcover has been on an upward trajectory and has grown so fast in its young life. To make sure the brand continues to grow seamlessly, they see the importance in nurturing and upskilling their staff . The company is prioritising the professional and personal health and growth of its staff members so they can excel in their role and the brand can continue to grow. Its staff genuinely care about the brand and love its products, wear Fitcover every day, and are authentic brand advocates. Indeed, it’s safe to say that Fitcover is an adored brand and that it is highly deserving of its success within the Health, Beauty and Wellness Awards 2022. It now has its sights set on the bright future ahead of it, with many exciting things in the pipeline for this year and beyond. Nova shares, “We are hoping to elevate our brand slightly to really captivate our customers and to align with the quality of our products. To achieve this, we are running some exciting campaigns and will even be featured in Vogue Australia in the coming months.” Along with the development and launch of new products, Fitcover is connected to more than 30,000 customers in Australia and worldwide, so it hopes to use its platforms to help empower more people to embrace their beauty and encourage healthy and active lifestyles. The company is also moving toward a more sustainable world. Currently, it has its Bio Refill Pouch which is a pouch filled with the Active Mineral Powder Foundation to encourage their customers to reuse and refill their perfectly good containers. Fitcover is also looking at other ways to minimise its footprint on the planet as well as give back to the communities that need it most. Company: Fitcover Group Pty Ltd Contact: Nova Jane Ward Website: www.fitcover.com
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