Skin-Cancer Battle Made into Successful Brand

By Cindy Vanegas Got something to hide? So did Flori Roberts whose bout with skin cancer left an unsightly scar on her nose. Her solution? Creating a cover-up so strong, that it is now used to cover acne, tattoos, redness, birthmarks, varicose veins and scarring. That solution evolved into a successful company. Founded in 1999, Smart Cover today is a successful cosmetics company with 25 items in its line. It has since become the official camouflage make-up for the Buffalo Bills Cheerleaders and Cleveland Cavalier Girls. While testing and manufacturing is done off-site domestically, all day-to-day operations, marketing and fulfillment are handled from the company’s Shrewsbury, NJ headquarters by a staff of 7, including Doug Roberts, Flori’s son, and his wife Nancy.