Laura Geller Beauty has carved out an iconic niche as the ageless beauty brand for women over 40, earning record growth in the digital era while pioneering “pro-aging” formulas and campaigns across the U.S., UK, and beyond. Founded in 1997 by veteran Broadway and television makeup artist Laura Geller, the company has become synonymous with baked cosmetics handcrafted in Italy, approachable techniques for mature skin, and barrier-breaking marketing that puts women 40, 50, and 80-plus front and center.
Origins and Ownership of Laura Geller Beauty
Laura Geller founded her namesake company in New York City in 1997, following a successful career working backstage on Broadway, as well as on productions for CBS, NBC, AMC, and HBO. Her debut face contouring kit sold out in minutes on QVC, launching a decades-long home shopping partnership that remains one of the industry’s longest-running success stories. In 2019, Laura Geller Beauty was acquired by AS Beauty Group, a holding company specializing in female-founded brands. Geller herself remains at the helm as the “face” and creative force, and serves as QVC’s longest-running beauty expert.
Brand Mission, Ethos, and Customer
The brand’s guiding philosophy is inclusivity, confidence, and “beauty for every age,” with a groundbreaking shift since 2021 to exclusively feature women over 40 in all marketing and campaigns. “We want to make all women feel beautiful and worthy whether they’re 19 or 90,” says Laura Geller. Her brand’s customer is typically a woman 45+, professional or newly retired, often returning to makeup after years away, navigating changing needs and craving formulas that celebrate—rather than hide—her maturity.
With bold pro-aging initiatives—including National Mature Women’s Day launched in April 2022 and the “Who Hasn’t?” campaign featuring founders over 40—the brand is at the forefront of changing beauty’s language around aging and self-worth.
Signature Products and Innovation
Laura Geller Beauty’s hero products include:
- Baked Balance-n-Brighten Foundation: An artisanal marbled powder–cream hybrid handcrafted in Italy, renowned for luminosity and seamless blending on all skin types—especially mature skin.
- Spackle Skin Perfecting Primer: One of the industry’s first primers, inspired by a news anchor joke and now considered a makeup staple nationwide.
- Baked Blush-n-Brighten Marbleized Blush: Delivers natural, glowy color using baked pigments.
All lines are designed to be “goof-proof,” never cakey, and formulated for ease of use.
Major Milestones and Brand Timeline
- 1997: Brand launches, sells out first kit on QVC within minutes.
- 1999-2009: Develops market-leading Spackle Primer and Baked collections, grows retail and QVC presence.
- 2019: Acquired by AS Beauty Group. Geller honored for charitable work and industry leadership.
- 2021: Strategic pivot to using real women over 40 in all campaigns. DTC surpasses 50% of all sales.
- 2025: Brand expands at Ulta.com and sees record digital growth. Monthly search volume surges; “Who Hasn’t?” campaign spotlights female founders embracing aging.
Future Outlook
Laura Geller Beauty is poised for even stronger digital expansion. As the “best makeup brand for mature skin” in U.S. rankings, it leads a new wave of age inclusivity and founder-led authenticity. Laura Geller sums up her brand’s ambitions: “At Laura Geller Beauty, we believe aging is a journey to be celebrated, not feared… vulnerability is not a weakness—even for successful women—but a bridge to connection and empowerment”.
As the brand continues its mission, mature women everywhere now have a beauty company built for them—and proof that experience, self-acceptance, and joy look great at every decade.
