Laura Geller Beauty, a pioneer in the makeup industry and known for artisan-crafted baked makeup, specifically formulated for mature skin, is bringing back a fan favorite. Today, the brand is proud to officially relaunch its viral Baked Gelato Swirl Illuminator in its No. 1 selling Gilded Honey shade, complete with a refreshed new formula specifically designed for mature skin. Developed in response to customer feedback and over three years in the making, the relaunch underscores the brand’s ongoing commitment to serving women over 40.
“Five years ago, we decided to shift our brand to exclusively serve women over 40 years ago and took a deeper look at our overall portfolio,” says founder and veteran makeup artist Laura Geller. "We received feedback that the old Baked Gelato formulation wasn’t working on mature skin. We took this commentary seriously and this updated version delivers the same radiant glow our customers love – now with added skincare benefits that hydrate, soothe, and flatter mature skin.”
The hero of the new and improved Baked Gelato Swirl Illuminator is Boron Nitride, a light-diffusing mineral that creates a soft-focus, “lit-from-within” glow – ideal for mature skin. The updated formula also includes a blend of skin-loving ingredients like Hyaluronic Acid to seal in moisture and plump dry skin, Vitamin E to soothe and strengthen the skin barrier, and Vitamin C Esters to brighten and support collagen production. Squalane, carried over from the original formula, further boosts hydration for a smooth, radiant finish.
To celebrate the launch, the brand tapped longtime Laura Geller fan and actress, Debi Mazar, for a playful campaign which goes live today across the brand’s digital and social platforms. Shot on location in Italy, birthplace and manufacturing location of the brand's iconic Baked makeup products, the campaign celebrates and honors the authentic Italian craftsmanship and artisanal quality that has become a key hallmark of the beauty brand.
Mazar, a former makeup artist who lives full-time in Italy with her family, says the collaboration felt like a natural fit. "Laura Geller understands the rich beauty culture and traditions of Italy. I'm thrilled to help celebrate this product launch and enjoy some gorgeous makeup too!"
Watch the full campaign video here.
Coinciding with the relaunch, the brand has also revamped its Geller Gals Reward Program. Members can now earn a chance to enjoy exclusive discounts, early access to sales, monthly sweepstakes entries, and more! For more information and to sign up, head to www.laurageller.com/pages/geller-gal-rewards.
The Baked Gelato Swirl Illuminator is available for purchase today on LauraGeller.com.
About Laura Geller Beauty
New York-based makeup artist Laura Geller launched her namesake brand in 1997 with a mission of demystifying the daily makeup routine and creating transformational products that bring joy back to beauty. The brand is a pioneer in artisan-crafted baked makeup, delivering exceptional coverage and finishes for all skin types. As the brand's foolproof, easy-to-use makeup is well-known for its remarkable ability to flatter and enhance mature skin, Laura Geller Beauty has exclusively featured women over 40 in its advertising since 2021. Laura Geller Beauty products are available on QVC, LauraGeller.com, Amazon, Ulta.com and other select retailers. For more information, visit LauraGeller.com.
Media Contact
Georgia Power
Alison Brod Marketing & Communications
laurageller@abmc-us.com
