Laura Geller Baked Makeup

Laura Geller Beauty is a pioneer in the cosmetics industry, particularly known for its 'Baked' line of products. The brand's signature items start as liquid creams containing multiple pigments and skin-loving ingredients, which are then baked on terracotta tiles in Italy for 24 hours. This unique process results in a weightless powder that provides the hydration of a cream with the finish of a powder, making it a favorite for mature skin and those seeking natural coverage.

The brand was founded in New York City by professional makeup artist Laura Geller, who opened her own studio in 1993 before launching on QVC in 1997. Since its inception, the brand has focused on making professional makeup techniques accessible to everyday women. While the brand originated in the United States, its most iconic products are famously manufactured in Italy to take advantage of artisanal baking techniques.

Over the years, the brand has transitioned through several ownership phases. It was acquired by Glansaol in 2016, but following financial restructuring, it was purchased by ASG (Atlas Sand Global) Skin & Beauty, now part of the GlamLab or ASG Beauty portfolio. Today, the brand remains a leader in the 'beauty for mature skin' category, frequently featuring high-profile ambassadors like Bethenny Frankel to highlight its ease of use and skin-flattering formulations.