Fitcover: Australia’s #1 Fitness Makeup Brand Born Out of Adelaide

Fitcover: Australia’s #1 Fitness Makeup Brand Born Out of Adelaide

Fitcover: Australia’s #1 Fitness Makeup Brand Born Out of Adelaide

Born from a passion for fitness and a struggle with bad skin, Nova Jane founded Fitcover to create sweat-proof makeup specifically for gym-goers. Based in South Australia, Fitcover’s high-quality, sustainable products have become a game-changer for active lifestyles. With cruelty-free, vegan, and non-comedogenic formulations, Fitcover caters to diverse skin tones while promoting skin health. Engaging closely with the local community and fitness enthusiasts, Fitcover has grown into Australia’s #1 fitness makeup brand, now poised to take on the global market. Bowlsome spoke with the team behind Fitcover to discover how Fitcover is empowering fitness fanatics worldwide to look flawless and feel unstoppable.

Q: Can you share the story behind the founding of Fitcover and what motivated you to start a makeup brand specifically for gym-goers in South Australia?

A: Absolutely! I’m Nova Jane, and fitness has always been a passion of mine. From team sports like the LFL to solo fitness competitions, I’ve done it all. Unfortunately, my love for exercise brought along a pesky side effect—bad skin. I struggled with cystic acne, which made me incredibly self-conscious. I tried covering it up with makeup, but it just clogged my pores and made things worse. I wasn't going to stop working out, so in 2008, while waiting for a friend in Sacramento, I had a lightbulb moment: why isn't there makeup specifically made for training and sweating? By 2014, this idea was still burning inside me, especially as my skin continued to suffer. That’s when Fitcover was born in 2017 after years of hard work.

Q: How has being based in South Australia influenced Fitcover's brand and product development?

A: Being based in South Australia has been amazing for Fitcover. Adelaide is known for supporting innovative brands, and the local community played a huge role in helping us get off the ground. They say if a brand can thrive in Adelaide, it’s ready for the world because the community here is quite selective and has great taste. This supportive environment pushed us to focus on high-quality, sustainable products that reflect the values of our local market.

Q: What makes Fitcover products particularly suitable for active lifestyles and intense workouts?

A: Fitcover products are designed to stay flawless and intact through intense workouts, long days, and varying weather conditions without needing frequent touch-ups. Our makeup is non-comedogenic, so it won’t clog pores, and it includes benefits like hydration, nourishment, and sun protection. Plus, we offer a wide range of shades to cater to diverse skin tones. Our products are also cruelty-free, vegan, and sustainably produced, aligning perfectly with ethical and active lifestyles.

Q: How does Fitcover engage with the local South Australian community, and what impact has this had on the brand?

A: Community engagement is a cornerstone of Fitcover’s success. We still have some of our team based in SA, which is crucial for maintaining our roots. The Adelaide fitness community is tight-knit and has been incredibly supportive, helping us build a loyal customer base. We regularly participate in local events and collaborate with fitness influencers, which has significantly boosted our brand visibility and credibility.

Q: Can you tell us about some South Australian fitness enthusiasts who have collaborated with Fitcover?

A: We've had the pleasure of working with several South Australian fitness enthusiasts who truly embrace the Fitcover values. These collaborations have helped us reach a wider audience and showcase our products' effectiveness in real-world, high-intensity environments.

Q: What steps has Fitcover taken to ensure its products are sustainable and environmentally friendly?

A: Sustainability is at the heart of Fitcover. We use clean, natural ingredients and ensure our products are cruelty-free and vegan. Our packaging is recyclable, and we are constantly looking for ways to improve our environmental footprint. It’s essential to us that we balance quality and efficacy with protecting the planet.

Q: What are some of your favourite Fitcover products and why?

A: It’s tough to choose because I love them all! However, the Active Mineral Powder Foundation and the Sweat-Ready Mineral Infused Liquid Foundation are my go-tos. They offer amazing coverage and longevity, keeping you looking flawless throughout your workout.

Q: What are your future goals for Fitcover, both within South Australia and beyond?

A: We aim to expand internationally, reaching fitness enthusiasts worldwide. We want Fitcover to be the go-to makeup brand for workouts, trusted by fitness fanatics everywhere. With over 10,631 five-star reviews, we’re excited to see Fitcover in more gym bags and bathroom cupboards globally. We’re already Australia’s #1 fitness makeup brand, and now it’s time to go global!


For those looking to enhance their fitness routine with makeup that's as resilient as their workout, Fitcover offers a range of products designed to keep you looking flawless from warm-up to cool-down. To explore Fitcover's collection and discover why it’s trusted by fitness enthusiasts worldwide, visit Fitcover’s website.