Cove began long before the brand itself, with a friendship built through years within the lash industry. Around seven years ago, Molly joined Ella’s team, where Ella helped refine and elevate Molly’s artistry after already spending years perfecting her own craft. Working side by side for two years, they quickly became inseparable, connected by a shared passion for beauty, creativity, and creating experiences that felt personal and meaningful.

As their careers evolved, both Ella and Molly went on to open their own successful salons, continuing to grow individually whilst always sharing the same vision for the industry. Over the years, one conversation constantly resurfaced. The lack of products that truly felt reliable, elevated, and accessible for both technicians and clients alike. They wanted staples people could trust; products that felt luxurious yet effortless, designed with both artistry and everyday beauty in mind.

That vision became Cove.

Inspired by the calmness, Cove reflects everything they valued after 8 years in the industry: softness, confidence, artistry, and community. A cove is a place of comfort, shaped naturally over time , which felt symbolic of the experience they wanted to create for every artist and client who discovers the brand.

From product names inspired by the movement of the ocean to the soft, coastal identity behind every detail, Cove was created to feel like more than a beauty brand. It’s a space to return to.