What you said is true, but really what popped into my head first was foundation for ladies
I'm not an expert on the topic, but think its related to the thickness / ability to conceal imperfections better than others that aren't "full coverage". Personally, I feel the domain is a struggle. For foundation, they run under suitably named "brands" ...same with insurance entities, than just one of the "things" they can offer (if this makes sense). If you happened to own the ".com", selling it to a make up company would be appealing