Brand page · Personal Care · United States
COVERGIRL: 161K visits a month, 122 active Meta ads, Gravity score 468.
COVERGIRL — Cover Girl Cosmetics is an American cosmetics brand that sells makeup and beauty products including face makeup, eye makeup, lip products, and makeup tools. In September 2026 covergirl.com drew an estimated 161K visits, up 16% on the month before. It ranks #506 of 33,626 Personal Care brands in United States.
Updated Traffic Sept 2026Meta ads 16 Oct 2026Google ads 20 Oct 2026Trustpilot Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 792 peers: Personal Care brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Cover Girl Cosmetics is an American cosmetics brand that sells makeup and beauty products including face makeup, eye makeup, lip products, and makeup tools.
01 · Traffic
How much traffic COVERGIRL gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
COVERGIRL drew an estimated 161K visits in September 2026, up 16% on the month before and down 11% over three months.
- Worldwide#62,758of 4.5M sites · Top 5%
- In United States#20,680of 1.2M sites · Top 5%
- Personal Care, worldwide#2,943of 215,119 brands · Top 5%
- Personal Care, United States#506of 33,626 brands · Top 5%
161K
estimated visits in September
1 mo ▲ +15.6%4 mo ▼ −10.9%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about COVERGIRL.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
COVERGIRL holds 2.8 out of 5 on Trustpilot over 3 reviews, 2 of them in the last twelve months: 33% of customers give five stars and 67% one star.
Beauty Supply Store Cosmetics Industry Beauty Product Supplier Cosmetics and Perfumes Supplier Cosmetic Products Manufacturer Cosmetics Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What COVERGIRL sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Gravity by Benchr has not read COVERGIRL's catalogue yet.
Data not available
Data not available
Share of the catalogue by product family.
The dominant category places COVERGIRL in its comparison group.
- Average rating
- Data not available
- Rated products
- Data not available
- In stock
- Data not available
- Upper price quartile
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- Currency
- Data not available
04 · Ads
What COVERGIRL is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
COVERGIRL runs Meta ads on Facebook, Instagram, and has advertised on Google since July 2024 (image, text, video).
Makeup plus skincareCOVERGIRL16 Oct 2026video
Simply Ageless Essence 🌟COVERGIRL16 Oct 2026video
America's #1 Anti-Aging FoundationCOVERGIRL16 Oct 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026Coty, Inc.verified
Text ad20 Oct 2026Coty, Inc.verified
Text ad20 Oct 2026Coty, Inc.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about COVERGIRL.
The creators who tag @covergirl on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @covergirl on Instagram, led by Pawandeep Kaur Parmar (16.3K followers, 0.8% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| PPawandeep Kaur Parmar@roopsparmar · 🇮🇳 IN | Fashion style luxury Creator | 16.3K | 0.8% | 10 | Tagged @covergirl |
06 · Competitors according to Gravity
Who COVERGIRL competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for COVERGIRL among Personal Care brands in United States. The closest is Milani Cosmetics, then rimmellondon.com, wet n wild Beauty, e.l.f. Cosmetics, rem beauty, CATKIN.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Milani Cosmeticsmilanicosmetics.com | |||||||
| rimmellondon.comrimmellondon.com | |||||||
| wet n wild Beautywetnwildbeauty.com | |||||||
| e.l.f. Cosmeticselfcosmetics.com | |||||||
| rem beautyrembeauty.com | |||||||
| CATKINcatkin.com |
07 · Company
The company behind COVERGIRL.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
COVERGIRL is a company based in United States, on a domain registered in July 1995. It employs about 21 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States
- Founded
- Data not available
- Domain registered
- 30 Jul 1995
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 21 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- covergirl.com
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about COVERGIRL
What people ask Google about COVERGIRL.
7 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is COVERGIRL legit?
According to Gravity by Benchr, COVERGIRL is a brand based in United States: its website has existed since July 1995, it employs 21 people on LinkedIn, it has 2,859,732 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What is COVERGIRL known for?
Cover Girl Cosmetics is an American cosmetics brand that sells makeup and beauty products including face makeup, eye makeup, lip products, and makeup tools. Gravity by Benchr classifies it under Personal Care. Source: Gravity by Benchr product classification.
Is there a COVERGIRL discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: COVERGIRL advertises on Facebook and Instagram and on Google, where its offers often run. Check covergirl.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Who is behind COVERGIRL?
Gravity by Benchr records a company based in United States, whose domain was registered in 1995, with 21 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is COVERGIRL growing?
Not at the moment. Gravity by Benchr estimates about 161,200 visits to covergirl.com in September 2026, up 16% in a month and down 11% over three months. COVERGIRL ranks #506 of 33,626 Personal Care brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
What is COVERGIRL's ad budget?
Gravity by Benchr does not publish a spend figure for COVERGIRL on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Personal Care brands in United States?
Among Personal Care brands in United States in the Gravity by Benchr index, COVERGIRL ranks #506 of 33,626 by estimated traffic. Its closest competitors on the same market are Milani Cosmetics, rimmellondon.com, wet n wild Beauty, e.l.f. Cosmetics, rem beauty. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with COVERGIRL.