(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:
Other Japanese Cosmetics Focus posts:
ECM
(another brand noted for base makeup items)
{ 24 comments… read them below or add one }
I have tried out the products and all are very pigmented. A little goes a long way and certain range are smudge-proof.
And some of the foundation contains herbal extracts so it is nourishing and yet creating a flawless palette at the same time.
I'm dying to try some of these, and have been for awhile, but I have no way to get colour swatches!
I'd love to hear from people as to what shades work, and what other foundation shades they wear so I might make an educated guess for myself.
Hi Juschev,
I see. Thank you very much for sharing your thoughts. Some of Covermark's products do sound quite promising, and I am thinking about giving a couple of them a try when I have a chance to.
Many thanks again for posting your comment! :)
Hi LisaR,
Choosing a foundation shade can indeed be very tricky. Plus Covermark is a high-end brand, so mistakes can be expensive. Hopefully some readers who have tried Covermark's foundations will shed some light on the shade selection.
Thank you very much for stopping by! :)
hi, i bought this anniversary set at a Taiwan department store last year (photo: http://image03.iswii.net/aimages/0010/8804/1223388087.jpg; courtesy of huirita on iswii.net).
it includes a full size Extra Formula cream foundation, 1/2 size Brightening Powder, 1/2 Brightening Make Up Base, 3 sponges, and limited edition highlighting powder with a retractable brush.
While I haven't started using the limited edition powder and brush (brush bristles weren't that soft), I've been using the other base makeup products for a while now and have only good things to say. I agree with Juschev that a little goes a long way when it comes to Covermark foundations.
When I stopped by the Covermark counter I originally wanted to try out the Essence Foundation and the BA did the whole color test on my arms. See the bottom: http://www.covermark.co.jp/en/counseling/jasme-color.html) It's an interesting process and the differences are very apparent.
However, since I've been battling breakouts and acne scars, the BA recommended the Extra Formula that has more coverage and contains herbal ingredients and treatment effects.
For reference, I am Asian and fair. I use NC20 in MAC foundation/powder and I got 04 Light Beige in Covermark Extra Formula (See: http://www.covermark.co.jp/en/counseling/rose-color.html).
The loose powder is very nice with tiny reflective particles. I like it since it looks very understated. The sponge that comes with the loose powder is very pleasant to use.
The makeup base is also quite nice.
I will definitely buy the foundation again when I run out. I would also like to try the Moisture Veil next. You can see a fellow blogger's before/after comparison using this product here: http://www.iswii.net/post/show/10327
Thanks for your informative blog, I really appreciate reading it. :)
Hi Shazzbella,
You are very welcome! I am glad that you enjoy reading my blog! :)
Thank you so very much for sharing your experiences and thoughts on the Covermark products you tried. Your comment is so informative! I hope LisaR will see this comment as well.
I usually use a powder foundation, so the Moisture Veil is the product I am mainly interested in. Thank you for sharing the post on Iswii! The review and the photos are very helpful. The powder seems to have quite a good coverage and I am definitely still very interested in trying it.
Thank you very much again for taking the time to post your comment! :)
Thanks for sharing this post. I've been wanting to find out more about Covermark's foundations. From the sounds of it, may be what I've been looking for in terms of the coverage I need.
shazzbella,
Thanks for sharing your experience, shade colour, and helpful links. It has helped make the decision easier for me :) I'll definitely be trying this foundation out.
Hi PJ and Kaz,
No problem at all. I know how frustrating it can be to not be able to actually try out the products we want. I always long after the Japanese products that are only sold in Japan.
Glad I could be of help. :)
Hi Kaz,
You are very welcome. If you do have a chance to try any product from Covermark, do let me know what you think of it. I certainly hope you will like it!
Thank you for stopping by! :)
Hi Shazzbella,
It can indeed be very frustrating not to be able to try out a product before making a purchase. (I would certainly like to go to Japan more often! :)) Thank you very much again for sharing your experiences! :)
I’m a user of covermark for 25 years already,i live in the Philippines,the covermark product here has been pullout from the market,i’m writing to you to ask where can i buy covermark products in Singapore because i have a son working there but he does’nt know where to buy it and what’s its brand.Please! indicate the exact place where can i buy it and what brand and name of the product.
Hi Josephine,
The Covermark English site that I link to in my post has the list of retail points in and outside Japan. Please do have a look for more information.
Thank you for your question.
Takashimaya Singapore sells Covermark. It is located in an obscure corner in the beauty hall.
Hi Elaine,
Thank you for letting us know. :) It is nice to know that the information on Covermark’s English site is still current.
Hi,
I went to Takashimaya today and the counter is gone!
Desperate, I went to BHG Bugis too only to find that the counter is also gone!
Do you have any idea how / where I can get my hands on Covermark products?
Thanks!
Hi Swintsy,
Do have a look at my FAQ page for information on purchasing Japanese cosmetics on-line:
http://www.atouchofblusher.com/faq
Thank you very much! :)
Hi there, I’m have been using Covermark for 3 years now & my supply is running low. I am now based here in California & I have been searching the net for this product. I even asked a relative of mine to buy it in the Philippines where I used ro live. But they are not carrying that brand anymore. I’m devastated!!!! This product is excellent. Could you tell me where I can buy it on line? Covermark’s Japan website does not sell their products. But I’m sure there are other merchants who sell this. Please help I’m desperate!
Thank you!
Melissa
Hi Melissa,
Please refer to the reply I left for Swintsy above.
Thank you very much.
Covermark is back at Takashimaya Singapore at Level 3
Hi,
Thank you very much for letting us know! :)
Could you tell me where to buy Covermark in japan?
Hi Cherry,
You can see the list of Covermark’s retail points in Japan on this page:
http://www.covermark.co.jp/shop/pages/shoplist.aspx
Thank you for your question!
So interested in this. I tried essence foudation before. But I cannot find a place to buy it in the U.S.
Hi Sheena,
I could be wrong, but I don’t think products from Covermark Japan are available in the US. (The Covermark Japan English site (www.covermark.co.jp/en/) is under construction at the moment. Do keep an eye on it.)
If you are interested in purchasing Essence Foundation from Japan, please have a look at my FAQ page:
http://www.atouchofblusher.com/faq
Thank you very much for stopping by! :)