Laura Geller’s love affair with beauty began at an early age, a passion that led her to become a successful make-up artist, working under the bright lights of Broadway and behind-the-scenes with celebrities and socialites.

It was Laura's devotion to making makeup work for real women that led her to create her own beauty brand, believing that beauty is for everyone and should be uncomplicated, inclusive, and fun. Since her very first appearance on QVC in 1997 and throughout the 20 successful years her Upper East Side makeup studio was open, Laura has used tips & tricks to translate professional application into techniques that work for all women, every day.

In 2012, Crain's New York Business recognized Laura as one of the Top Entrepreneurs of the Year. Laura is also a recipient of the 2014 CEW Achiever Award. Additionally, Laura was honored at the CEW Foundation’s Beauty of Giving event in 2016 for her work. Since 2021, the brand has partnered with actress and activist Fran Drescher to support her Cancer Schmancer initiative that works towards cancer prevention and early detection.

Laura herself is a breast cancer survivor and serves on the board of Cancer + Careers, an organization working to support cancer patients and survivors in the workplace, as well as the Dubin Breast Center of the Tisch Cancer Institute at Mount Sinai in New York City. In 2023, Laura was named to Forbes’ 50 Over 50. Born and raised in New York, Laura is a single mother to her son Daniel. Follow Laura on Instagram @lauragellerbeauty and @laurajgeller