Laura Geller Makeup and Cosmetics

Laura Geller Beauty is a renowned makeup brand founded by the veteran makeup artist Laura Geller. Known for its innovative 'Baked' products, the brand focuses on making professional makeup application accessible to everyday women. The brand's signature products are handcrafted in Italy, where liquid pigments are baked on terracotta tiles for 24 hours, resulting in a unique creamy powder texture.

Over the years, the brand has transitioned through various ownership structures. Originally a boutique brand in New York City, it gained massive popularity through television shopping networks. Today, it stands as a major player in the prestige beauty market, specifically targeting the mature demographic with products designed to enhance skin texture and radiance.

In terms of corporate ownership, the brand was acquired by Glansaol in 2016 before being purchased by Retail Ecommerce Ventures (REV) in 2019. This acquisition shifted the brand's focus significantly toward a digital-first strategy, leveraging its strong heritage and loyal customer base to dominate the e-commerce beauty sector.