New York-based makeup artist Laura Geller launched her brand in 1997 to simplify the daily makeup routine and create products that bring joy to beauty. Known for pioneering artisan-crafted baked makeup, the brand offers exceptional coverage for all skin types. It was also the first to introduce makeup primer with the Spackle collection. Since 2021, Laura Geller Beauty has exclusively featured women over 40 in its advertising, showcasing makeup that flatters and enhances mature skin.