Laura Geller Beauty, founded in 1997 by makeup artist Laura Geller, has become a prominent name in the cosmetics industry, mainly known for its focus on women over 40. It began with becoming immensely popular on QVC. However, you didn’t hear a lot about Laura Geller Beauty for years, leaving most people wondering what happened to Laura Geller Cosmetics? That doesn’t mean the brand went under or became obsolete, though. Instead, there have been quite a few transitions.
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Rise on QVC
Laura Geller’s career began with a passion for beauty and Broadway, leading her to work as a theatrical makeup artist in New York City. In 1993, she opened her makeup studio on Manhattan’s Upper East Side.
Her big break came in 1997 when she debuted on QVC with a highlight and contour kit that sold out in minutes. This success established her as a QVC staple, with her brand becoming the network’s longest-standing color cosmetics line.
Ownership Transitions
Over the years, Laura Geller Beauty underwent several ownership changes:
- 2017: Glansaol LLC, a beauty and personal care company, acquired the brand.
- 2018: Glansaol LLC filed for Chapter 11 bankruptcy, leading to the sale of its assets.
- 2019: AS Beauty LLC, a company focused on female-founded beauty brands, acquired Laura Geller Beauty.
Focus on Mature Women
In 2021, Laura Geller Beauty made a pioneering decision to exclusively feature women over 40 in its advertising and on its website. This initiative aimed to celebrate beauty later in life and challenge industry norms. The brand collaborated with icons like Fran Drescher, Paulina Porizkova, and Patricia Heaton to promote this message.
Philanthropic Endeavors
Beyond cosmetics, Laura Geller Beauty is committed to supporting women’s health and wellness:
- Founder Laura Geller serves on the board of Cancer + Careers, an organization aiding cancer patients in the workplace.
- Since 2021, the brand has partnered with actress and activist Fran Drescher to support the Cancer Schmancer initiative, focusing on cancer prevention and early detection.
Current Status
Today, Laura Geller Beauty continues to thrive under AS Beauty’s ownership, maintaining its commitment to high-quality products designed for mature skin. The brand remains a favorite on QVC and has expanded its presence across various digital platforms, resonating with a diverse audience while staying true to its core mission of empowering women over 40.
What happened to Laura Geller Cosmetics? They underwent a few transitions, but continue to be the name of the game when it comes to makeup, especially makeup for mature women. Their baked formula continues to be unrivaled.
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My concern is every Chinese company seems to advertise selling LG makeup for very cheap prices. I email LG support and they said the ad was theirs but didn’t recognize the order number. I’m waiting shipment in 10 pieces for $65. That was a “too good to be true” price, but because the LG company said it was their ad then I fell I will wait until I can prove it’s a scam ad before I report it to my credit card to pull back the charge. These ads are all over Instagram.
The best thing you can do is purchase items directly from the Laura Geller website or watch where the ad takes you. They do have a lot of sales lately, so the “too good to be true” price might be the actual price.