Key Takeaways:

• Covey's closure announcement came through the brand’s Instagram. 
• The skincare brand operated almost exclusively as a DTC brand. 
• The current business environment is proving difficult for startup brands.

The minimalist skincare brand Covey has shuttered.

WHO: Supermodel Emily DiDonato co-founded Covey Skincare with ex-Google executive Christina Uribe Garcia in 2021. The brand debuted with its Original Routine consisting of a moisturizer, a vitamin C serum, and a cleanser. The brand then expanded with Sleep Tight Bakuchiol Serum, Last Drop Body Lotion, Seal the Deal Lip Balm, and Sun & Done Moisturizing SPF 50 Sunscreen. Products were priced between $29 and $59 and sold primarily through DTC.

IN THEIR OWN WORDS: The brand posted on Instagram, “Closing this chapter is bittersweet. We’re so proud of what we built together, so grateful for everything we learned, and beyond thankful for every single person who supported Covey along the way. Thank you for making this dream possible.”

DETAILS:

• Covey Skincare has shuttered. 
• The Covey website no longer displays products, showing only a “Coming Soon” message.
• In 2021, Covey raised a single $800,000 angel round.