Laura Geller Beauty

Founded by the pioneer of the 'baked' makeup technique, Laura Geller Beauty is a world-renowned brand known for its inclusivity and signature artisanal products. While the brand was originally founded in New York City, it is best known for its makeup categories that are handcrafted in Italy, specifically the Baked Balance-n-Brighten Color Correcting Foundations which remain a cornerstone of their catalog.

Over the years, the brand has transitioned through several ownership structures, eventually becoming part of the AS Beauty portfolio. This transition has allowed the brand to expand its digital presence and reach a wider demographic, focusing heavily on products suited for mature skin. Today, it remains a leader in the prestige beauty market, balancing high-performance results with skin-friendly ingredients.