Skin-Cancer Battle Made into Successful Brand

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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.

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