The 10 Best Products from Laura Geller Beauty

Starting with a makeup studio on New York City’s Upper East Side, Laura Geller quickly became a household name among savvy New Yorkers looking to get their makeup done for every special occasion. After receiving multiple requests from her clients to purchase the products Geller was using, she decided to launch her namesake brand in 1997. With a mission to bring joy back into beauty, Geller’s fanbase grew exponentially along with her product line.

What set her apart? Keeping a close eye on quality ingredient formulation, Geller’s goal was to create a makeup line catering to and addressing concerns for women with mature skin. “We cater to women 40 plus—from the ingredients we choose for our products, the models on the website, the celebrities we work with as brand ambassadors, the content we put out on social media—it is all supporting our mission to represent women over 40 and encourage them to embrace their age,” says Geller. “We also specialize in easy makeup that is foolproof for a more natural look.”

Starting her line at 38 years old, Geller’s peers were often her customers, which allowed her to create a special bond and establish trust with them from the beginning. “My clients felt they could relate to me and trusted that the products I developed would work for their skin. And they still do,” she shares. “My customers know I try every formula on myself and always have, so if it works for my skin—which has fine lines, wrinkles, larger pores, hyperpigmentation—you name it, it should work for most mature skin.” Having built the brand around catering to a specific demographic, Geller ensured that her advertising reflected her mission. Since 2021 the brand has solely featured women over 40 across its site, social accounts, and marketing campaigns. “After [a certain age], many women feel they become invisible, ignored by a society that overvalues youth,” says Geller. “It is important that Laura Geller Beauty works to reverse that cultural norm and make women feel beautiful and say we see you and we love you.”

Geller’s goal to this day remains simple: makeup should be enjoyable. “Makeup is meant to be fun! I don’t want women to feel intimidated by makeup or think that they need 30 minutes in the morning to look put together. I want everyone, especially women over 40, to look at makeup as a fun part of self-care that leaves them feeling confident and happy,” she says. “It’s my mission to create products and educate my customers so they can feel this way.”

Below, find a breakdown of 10 best-selling products from Laura Geller Beauty from foundation to blush.