No sweat: New Aussie cosmetic brand vows to be makeup of choice for active women

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There’s a new kid on the block of cosmetics and it aims to work with rather than against women in their pursuit to get fit and feel better about themselves – all while providing flawless coverage.

Launched earlier this year, Fitcover Australia is set to take the beauty and fitness worlds by storm with a new ethical cosmetics line spearheaded by its innovative hero product, Fitcover Mineralize Active Foundation. This brand-new sweat-proof foundation doesn’t just provide a smooth, blemish-free complexion but does so while looking after the skin.

Nova Jane, the founder of Fitcover said, “We are the first Australian sweat-proof, ecofriendly, guilt-free fitness cosmetic line for active women! There are so many beauty products on the market, but we realised that there were none which appealed to the woman of the 21st century. The work-hard, play-hard and socially aware women who simply want to look great and feel confident. Those women deserve a makeup brand that speaks to them and works with their increasingly demanding lifestyle. And that’s what Fitcover Australia is designed to be.”

“We are 100% Aussie owned, operated and made, and we are so proud of the products we have been able to create, with such amazing morals behind them. We are looking forward to building a platform for all women to be the best version of themselves. Our goal is to give women fewer excuses to not be fit and healthy, to help eliminate self-consciousness and selfdoubt.” The skin is a powerful absorber of its environment, which means toxins and chemicals used in conventional cosmetics can cause damage and dehydration, prematurely dulling and ageing its appearance.

Produced in Australia, Fitcover mineral powder foundation is comprised of 98% natural minerals and is free of artificial preservatives. As a hypo-allergenic powder foundation, it is designed to be a safe option for all skin types, but especially women who regularly work out and those with skin complaints such as sensitive skin and acne – a struggle shared by the company’s founder.

Suitable for wearing while doing yoga, running, boxing, swimming or simply exercising at home, Fitcover aims to ensure all women, whatever their activity, can enjoy a non-greasy, lightweight and airbrushed glow that nourishes the skin – without having to reapply or risk damaging their skin.


Both skin perfecting and protecting, this water-resistant, sweat-proof foundation also offers full coverage while enabling the skin to breathe, as well as combining zinc oxide, a natural SPF15+ to shield the skin from the sun’s harmful UVA and UVB rays. Boasting deeply moisturising, anti-ageing benefits, anti-inflammatory and a non-clogging formula comprising olive squalene, Fitcover Mineralize Active Foundation sets out to be the go-to beauty product for active women, taking them from the office to the gym and everywhere in between.

Fitcover doesn’t just prioritise women’s health either – it’s also concerned with offering a real choice for women who don’t believe their desire to look good should compromise their ethics. By using natural, safe ingredients, Fitcover Australia don’t need to test on animals or use animal products, which makes this a cruelty-free and vegan-friendly foundation.

And as a marker of their commitment to quality, customers can try Fitcover Mineralize Active Foundation 100% risk-free with Fitcover offering to pay for return shipping, and also for all re-shipping fees to get the correct shade back to their customer, if the incorrect shade is ordered initially. Fitcover also offer an online shade match service which makes deciding on the right shade a breeze, and to make it easier on the purse, payment can be made with 4 interest-free instalments with Afterpay. They are also protected with a generous 30-day money-back guarantee should they be unhappy with the results.

To find out more about Fitcover Australia and their ground-breaking, natural, sweat-proof foundation for active women, visit

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