COVERMARK was developed by Lydia O’leary in New York in 1928 for the purpose of naturally concealing birthmarks, scars, or skin discoloration.
Ms. O’leary was born with a large birthmark on her face. Her parents took her to a number of hospitals throughout the US though no one could eliminate the birthmark from her face. Although she had a difficult youth, she graduated from college with excellent grades and applied for a job at a department store. However, her application was rejected because management did not think a person with a birthmark on her face was suitable for dealing with customers.
One day she was painting irises in a garden to comfort herself. When she was almost finished painting, she accidentally dropped black paint on an iris petal in the picture. She immediately painted it over with a different color to correct her mistake. She then recognized that she might be able to perfectly conceal her birthmark just as she did in her painting.
As a result of this experience she enthusiastically pursued her idea and eventually developed a topical product. She named it “COVERMARK” and released it as a cosmetic to help people with similar problems to her own. COVERMARK did not simply change people’s appearance but also their self-esteem by effectively concealing birthmarks, scars, or discolorations on the skin.
Inspired by her compassion for others, Japan O’leary Corporation was established in 1960 to produce and sell COVERMARK in Japan. At this time, the trademark of the product was three candles and the “CM” logo. Candles expressed the light of love, suggesting that the product can brighten up people who tend to be depressed because of their looks. CM stood for Candles of Mercy.
Cosmetics that enhance external beauty and also give people peace of mind by naturally concealing problems.
Based on the spirit of Ms. O’leary, COVERMARK has released the products described below in order to satisfy all women’s needs for beauty.
To satisfy demands for a foundation for fashionable purposes, a foundation for general use “COVERMARK S” was developed utilizing the special formulation of COVERMARK foundation. This foundation was highly evaluated by women in general because it could completely conceal dark spots and freckles, was resistant to sweat and water, lasted for a long time, and did not burden the skin.
A new series of foundation with the excellent coverage of “COVERMARK S” and a better texture was released. The series consisted of a number of items and shades. Its unique application method in which a damp brush was used after applying a powder drew attention. (Currently “COVERMARK Basic Formula”)
The market’s first emulsion compact-type foundation. Designed to naturally cover dark spots and freckles.
Covermark was separated from O’leary Corporation and became an independent company. Since then, COVERMARK products have been mainly sold in department stores.
It smoothly spreads over, even on rough skin, and conditions the skin during the day, almost like a skin-tone colored treatment formula. A foundation that pampers the skin.
“Soft Foundation” was upgraded by adding natural plant extracts for higher moisturizing effect. The foundation is considered to be COVERMARK’s representative covering foundation.
“Essence Foundation” was upgraded based on COVERMARK’s unique skin tone theory <Jusme Color>. Using the foundation, skin tone does not become dull for a long time. Many customers said that they had finally discovered their true shade.
A foundation developed based on the <Sensory Rose Color> Theory. It effectively builds coverage and creates rosy, brilliant skin tone by bringing out each individual’s natural complexion. It is known as an excellent product that only a skin tone expert could develop.
COVERMARK S and Excellent COVERMARK E, foundations -- two of the very first COVERMARK products -- were integrated into “Basic Formula.” This new foundation was developed by a special manufacturing method to cover imperfections such as dark spots and freckles.
A liquid version of <Jusme Color> Essence Foundation. Its shade variation is the same as Essence Foundation though it satisfies the needs to be lightweight and high performing in order to conceal imperfections.
Four new shades were added to COVERMARK’s long seller foundation Soft <ES> Pact. The foundation was upgraded to be used by a wider range of generations and cover skin-tone related problems more effectively.
COVERMARK launches its long-awaited powder foundation; creates a natural finish while concealing blemishes. COVERMARK’s unique moisture treatment production method helps prevent flakiness, leaving skin fully moisturized.
