Laura Geller Beauty Cosmetics

Brand Heritage and Origins

Laura Geller Beauty was founded in 1997 by the renowned makeup artist Laura Geller in New York City. The brand quickly gained prestige for its innovative 'baked' formulations, which are crafted on terracotta tiles and baked for 24 hours to create a unique, creamy texture. This artisanal approach to makeup made the brand a mainstay on television shopping networks like QVC.

Manufacturing and Product Specialization

While the brand is headquartered in the United States, its signature 'Baked' collection is predominantly manufactured in Italy, where the specific artisanal techniques were perfected. Other components of their cosmetic line, such as brushes and liquid formulas, may be produced in the USA or China depending on the specific product requirements.

Ownership and Global Presence

In 2018, the brand was acquired by Glansaol, which was later succeeded by ASG Beauty (now known as Retail Ecommerce Ventures or REV). As of the current market landscape heading into 2026, the brand remains a major player in the mature beauty market, focusing on products designed specifically for women over 40. The ultimate ownership lies within the portfolio of Retail Ecommerce Ventures (REV), a firm specialized in scaling heritage brands through digital transformation.