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Laura Geller Beauty Celebrates 25th Anniversary

New York, US, 09 Nov. 2022, 16:03 CEST
Laura Geller img#1
Laura Geller

Laura Geller Beauty, the industry leader in baked cosmetics, is celebrating its 25th anniversary in partnership with fashion illustrator Holly Nichols.

Founded in 1997 by veteran makeup artist Laura Geller, the brand first launched with a highlight and contour kit on QVC that sold out within minutes. A quarter century later, Laura Geller has amassed an A-list celebrity fan base and remains a top 10 brand on QVC - a testament to the brand's cult-favorite status. Today, Laura Geller Beauty has over 70 product SKUs and sells one of their Baked Balance-n-Brighten Color Correcting Foundation every minute.

In their 25 years, the brand has been committed to its original mission of creating transformational products that put the joy in makeup, which includes its efforts to destigmatize aging in beauty. This includes their bold decision to exclusively feature women over 40 in all of its marketing and social media messaging, partnering with legendary celebrities like Fran Drescher, Kathy Najimy, Paulina Porizkova, Paula Abdul, and Patricia Heaton to spotlight mature beauty.

To celebrate their 25th anniversary, Laura Geller Beauty has partnered with Boston-based fashion illustrator Holly Nichols to launch a limited-edition makeup bag. Notably, the illustrative design by Nichols purposely showcases mature women, a group often overlooked in fashion illustrations.

"Looking back at these 25 years, I couldn't be more proud of what we've achieved as a brand," says Geller. "It has been an incredible journey doing what I love and I'm looking forward to the next phase as we continue to push the narrative on what we think is aspirational in beauty media and imagery."

"I'm very excited to be a part of this momentous occasion," says Holly Nichols. "Fashion illustration doesn't typically showcase mature women, and I'm honored to join forces with Laura Geller Beauty on their mission to celebrate beauty later in life."

Available on, the 25th Anniversary Limited-Edition Makeup Bag is available for purchase for $20, or as a gift with purchase with orders over $75, or when you purchase the Cult Classics Full Face Kit or Daily Routine Full Face Kit.