Laura Geller, a pioneer in the makeup industry and known for artisan-crafted baked makeup, specifically formulated for mature skin, is bringing back a fan favorite. The brand is officially relaunching its viral Baked Gelato Swirl Illuminator in its #1 selling Gilded Honey shade, complete with a refreshed new formula specifically designed for mature skin. Developed in response to customer feedback and over three years in the making, the relaunch underscores the brand’s ongoing commitment to serving women over 40.
“Five years ago, we decided to shift our brand to exclusively serve women over 40 years ago and took a deeper look at our overall portfolio,” says founder and veteran makeup artist Laura Geller. “We received feedback that the old Baked Gelato formulation wasn’t working on mature skin. We took this commentary seriously and this updated version delivers the same radiant glow our customers love – now with added skincare benefits that hydrate, soothe, and flatter mature skin.”
The hero of the new and improved Baked Gelato Swirl Illuminator is Boron Nitride, a light-diffusing mineral that creates a soft-focus, “lit-from-within” glow – ideal for mature skin. The updated formula also includes a blend of skin-loving ingredients like Hyaluronic Acid to seal in moisture and plump dry skin, Vitamin E to soothe and strengthen the skin barrier, and Vitamin C Esters to brighten and support collagen production. Squalane, carried over from the original formula, further boosts hydration for a smooth, radiant finish.
To celebrate the launch, the brand tapped longtime Laura Geller fan and actress, Debi Mazar, for a playful campaign, which goes live today across the brand’s digital and social platforms. Shot on location in Italy, birthplace and manufacturing location of the brand’s iconic Baked makeup products, the campaign celebrates and honors the authentic Italian craftsmanship and artisanal quality that has become a key hallmark of the beauty brand.
Mazar, a former makeup artist who lives full-time in Italy with her family, says the collaboration felt like a natural fit. “Laura Geller understands the rich beauty culture and traditions of Italy. I’m thrilled to help celebrate this product launch and enjoy some gorgeous makeup too!”
Coinciding with the relaunch, the brand has also revamped its Geller Gals Reward Program. Members can now earn a chance to enjoy exclusive discounts, early access to sales, monthly sweepstakes entries, and more! For more information and to sign up, head to www.laurageller.com/pages/geller-gal-rewards.
The Baked Gelato Swirl Illuminator is available for purchase today on LauraGeller.com.
