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#behindthebiz | Nova from Fitcover

#behindthebiz | Nova from Fitcover

There's nothing better than finding a beauty product that enhances your natural features, is made from cruelty free and vegan ingredients AND lasts an entire day, even staying on after a workout!

Well, if you purchased our Winter Box you will have gotten to know a little about the genius products behind the Fitcover brand. And even better - if you started following them on social media, you'll see just how much of a storm their products are creating with all of their before & after pics!

So we thought what better way to learn more about this fitness focused company than to speak with founder Nova Jane about how she started her incredible Australian business... 

Tell us a bit about the people behind your company

We have been lucky enough to have a team full of incredible people who are exceptional at what they do. All of them are also very adaptable to our fast-growing company.

What inspired you to start your company and when did you start it?

I dealt with really bad cystic acne through my teens and 20’s. I never left the house without makeup on. Then I got into fitness to manage my anxiety. My skin got worse from sweating with makeup on. I realised I needed a healthier alternative and there was nothing out there, so I created it.

What would an ‘average day in the life of’ look like for you?

I try to stay up after Van’s last feed at 4:30 am, then I take a shower and hangout with our 2-year old until he goes to day care. I go to the gym at 8am then work from home from 9am until 5pm.

What gets you out of bed in the morning?

I think I own the warmest robe in the world. LOL! Also, my kids waking up play a big part in this too.

How do you make your products?

With much thought, trial and consideration.

What is your favourite product in your range?

This is hard! Right now, because it’s winter, it’s the Superfood HIIT Serum I can’t live without as my skin is so dry. And then, of course, our Active Mineral Foundation for that flawless coverage.

What is your favourite way to enjoy your product/s?

Every day from wearing it to a sweat session to a dinner date with Shane with no touch-ups.

What is an interesting way of using your products that not many people would know about?

I use the Superfood HIIT Serum as a lip gloss and treatment for the ends of my hair.

What have been the biggest trials so far in starting and running your company?

OMG! Where do I start? We launched when Taj was 4 months old and Shane worked 3 weeks on and 3 weeks off in the mines. I would pack orders and write ‘Thank You’ cards until the early hours of the morning. Second would be finance.

What experiences lead to the values you have instilled in your company?

This box is too small for me to answer as well as I’d like to.

If you weren’t running your company, what would you be doing?

I was a Dental Nurse but I would, for sure, study Midwifery and become a midwife. And on the side, Personal Trainer as I am qualified in this too.

What is your favourite way of winding down and taking time out?

Definitely a massage, reading my fav books (Misa Messenger) or a date night with Shane or my girlfriends.

Here at Retreat Yourself, we LOVE dreaming BIG - what is your vision for your company?

Fitcover will be on a NYC billboard with big-time celebrities endorsing it. Fitcover being the #1 inspo for everyone to lead a more aware fit and healthy lifestyle. I also want us to be a 100% biodegradable too.

For anyone out there wanting to start their own business, what would your biggest piece of advice be?

Just do it! It does not have to be perfecto start with. Fitcover wasn’t and we are listening to our customers and adapting to their needs all the time.

And lastly, what does a fulfilled life look like to you?

Believe me when I say this – I really feel fulfilled now. I have healthy happy boys, my partner is a dream to be with and the excitement of the business never gets old for me.

To learn more about Fitcover and their makeup head to their website:


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