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!