aura
G
ELLER
MAKEUP FOR
MATURE SKIN
Meet Laura
Early in Laura Geller’s career, she loved two things: beauty and Broadway. The born-and-raised New Yorker combined both when she landed a job backstage as a theatrical makeup artist. Soon after, she took center stage when she opened her namesake makeup studio on Manhattan’s Upper East Side.
During the more than two decades her studio was in business, Laura became known for her wearable looks and magnetic personality–two talents that made her a resounding success when she launched Laura Geller Beauty in 1997. Her debut product – a highlight and contour kit – sold out in minutes during her first appearance on QVC. Within a few years, she debuted the award-winning Spackle Skin Perfecting Primer, widely considered to be the first makeup primer on the market.
Today, Laura Geller Beauty proudly sits under the AS Beauty family of brands, a firm specializing in the development and incubation of female-founded beauty brands. Laura Geller herself remains the longest-serving beauty ambassador on QVC, where she continues to captivate millions with her simple and educational approach to everyday makeup.
Baked is Bellissima
Baked makeup is the one-of-a-kind formula that put us on the map! All of Laura Geller Beauty's baked formulas are handcrafted in Italy using a unique process, where swirls of cream pigments are baked on terracotta tiles for 24 hours. The result? Our signature silky formula that looks like a powder but feels like a cream when it hits your skin. Each product delivers weightless, silky color that never cakes or creases — even in fine lines!
Makeup for Your Pro-Aging Era
Since day one, we’ve formulated our beauty products to work with all skin types, especially the unique needs of those with mature skin. It made us an outlier in an industry that caters to youthful skin – but we say it was cause for celebration! That’s why since 2021, Laura Geller Beauty has exclusively featured women over 40 in its marketing and advertising campaigns. We’re turning the spotlight on those who’ve been overlooked in the beauty world, and helping countless women rediscover their love of makeup!
“We want to make all women feel beautiful and worthy whether they’re 19 or 90.”
FOUNDER,
LAURA GELLER
Beauty that Gives Back
Laura Geller Beauty is also a proud supporter of numerous charitable organizations promoting women’s health and wellness nationwide. Our founder Laura Geller serves on the board of Cancer + Careers, an organization supporting cancer patients in the workplace. She was honored at the Cosmetic Executive Women’s Foundation’s Beauty of Giving event in 2016 for her years of support. Since 2021, the brand has partnered with actress and activist Fran Drescher in support of her Cancer Schmancer initiative that works towards cancer prevention and early detection.
Geller Gorgeous
Since
1997
1997
Our Big Debut!
Laura Geller Beauty officially launches on QVC. The debut product, a contouring set called the Face Structuring Kit, sells out within minutes.
2002
The First Big Win
Spackle Skin Perfecting Primer debuts on QVC and becomes an instant success story.
2008
A Beautiful Evolution
Baked Blush-n-Brighten debuts, using the same baked technique as Laura’s signature foundations to deliver marbleized, multidimensional color.
2014
A Growing Success
Spackle Hydrate joins Original, Champagne Glow and Ethereal Rose Glow in the brand’s burgeoning family of makeup primers.
1997
Our Big Debut!
Laura Geller Beauty officially launches on QVC. The debut product, a contouring set called the Face Structuring Kit, sells out within minutes.
2002
The First Big Win
Spackle Skin Perfecting Primer debuts on QVC and becomes an instant success story.
2008
A Beautiful Evolution
Baked Blush-n-Brighten debuts, using the same baked technique as Laura’s signature foundations to deliver marbleized, multidimensional color.
2014
A Growing Success
Spackle Hydrate joins Original, Champagne Glow and Ethereal Rose Glow in the brand’s burgeoning family of makeup primers.
1999
A Spark of Inspiration
Inspired by a news anchor who joked about “spackle” to fill in her wrinkles, Laura dreams up Spackle Skin Perfecting Primer, the first makeup primer on the market.
2004
A Beauty Game-Changer
Laura Geller develops Baked Balance-n-Brighten Foundation using an innovative technique from Italy. The iconic marbleized foundation remains a bestseller!
2009
A New Way to Glow
Baked Natural Glow Highlighter launches. Laura’s signature “low glow” finish is one of the brand’s most iconic hallmarks.
2019
The Next Chapter
Laura Geller Beauty is acquired by AS Beauty Group, a firm specializing in female founded beauty brands.
2021
Makeup for a New Era
Laura Geller makes the bold decision to feature only women over the age of 40 in marketing campaigns.
2022
Your Time to Shine!
Laura Geller created the first National Mature Women's Day, honoring women over 40. This holiday is celebrated annually on April 9th.
Today
Looking Forward
Laura Geller remains the longest-serving beauty ambassador on QVC, establishing the company as one of the premier brands American heritage brands in beauty industry.
1999
A Spark of Inspiration
Inspired by a news anchor who joked about “spackle” to fill in her wrinkles, Laura dreams up Spackle Skin Perfecting Primer, the first makeup primer on the market.
2004
A Beauty Game-Changer
Laura Geller develops Baked Balance-n-Brighten Foundation using an innovative technique from Italy. The iconic marbleized foundation remains a bestseller!
2009
A New Way to Glow
Baked Natural Glow Highlighter launches. Laura’s signature “low glow” finish is one of the brand’s most iconic hallmarks.
2019
The Next Chapter
Laura Geller Beauty is acquired by AS Beauty Group, a firm specializing in female founded beauty brands.
2021
Makeup for a New Era
Laura Geller makes the bold decision to feature only women over the age of 40 in marketing campaigns.
2022
Your Time to Shine!
Laura Geller created the first National Mature Women's Day, honoring women over 40. This holiday is celebrated annually on April 9th.
Today
Looking Forward
Laura Geller remains the longest-serving beauty ambassador on QVC, establishing the company as one of the premier brands American heritage brands in beauty industry.
