💡Beauty Accelerate is returning LIVE to the East Coast March 12-13, 2025, at the Ocean Place Resort & Spa in Long Branch, New Jersey, featuring expert talks from newsmaker brands and innovation thought leaders, networking opportunities, and a boutique exhibition of concept products and services from leading ingredient, packaging and contract/turnkey manufacturing partners. 👉🏽 Registration is now open.
Aging is a natural part of life, yet for many women, it comes with a set of challenges—not just physical but emotional, too. Society has long placed unrealistic beauty standards on women, often leaving those over 40 feeling invisible or pressured to defy the natural aging process. But Laura Geller Beauty is here to change that narrative.Enter the ‘"Who Hasn’t?" campaign, the latest initiative by Laura Geller Beauty that’s all about empowering women 40+ to embrace their aging stories. With this campaign, the iconic makeup brand is sparking authentic conversations around the vulnerabilities that come with aging, from wrinkles to gray hairs and everything in between. The message is simple: aging isn’t something to hide—it’s something to celebrate.
At Beauty Accelerate 2025, thought leader Laura Geller, founder of her namesake beauty brand, and Sarah Kugelman, founder of All Golden, will join forces to shed light on the potential of the Gen X market. During the panel discussion, Aging Beautifully: The Big Business of Gen X's Empowering Movement, these industry pioneers will explore how beauty brands can better engage this often-overlooked demographic. With their combined expertise, they will highlight innovative strategies and marketing opportunities that embrace authenticity, self-care, and age positivity, offering valuable insights into tapping into the purchasing power of Gen X consumers. 👉🏽 Registration is now open.
Redefining Beauty Standards for Women Over 40
A recent AARP survey revealed that 52% of women over 50 still feel pressured to meet societal beauty standards, per the Laura Geller brand. However, these same women exhibit tremendous empathy and understanding for one another’s experiences. Laura Geller Beauty’s "Who Hasn’t?" campaign taps into this shared connection, encouraging women to shed the stigma around aging and own their stories with pride.
“At Laura Geller Beauty, we believe aging is a journey to be celebrated, not feared,” says Geller. “Through the ‘Who Hasn’t?’ campaign, we’re creating a safe space for women to acknowledge and embrace their insecurities, showing that vulnerability is not a weakness, but a source of strength and connection.”
The campaign features heartfelt anecdotes from Laura Geller herself, alongside inspiring female founders who share their own aging journeys. These accomplished women include:
- Linnie Gold (Founder of Nosh NYC)
- Renee Greenstein (Founder of Women With Control)
- Ami Richter (Founder of Lug Bags)
- Maria McCool (Founder of Calista Tools)
Together, they dive into universal aging experiences, dispelling the myth that success equals confidence. From plucking gray hairs to debating anti-aging creams, their stories highlight the power of vulnerability and authenticity in redefining beauty standards.
Laura Geller Beauty Relaunches on Ulta.com + Teases Overseas Expansion
In tandem with the campaign, Laura Geller Beauty has another exciting announcement: it’s back at Ulta. Select products from the brand are now available on Ulta.com, making it easier than ever for women to access premium makeup designed specifically for mature skin. Among the must-try products are best-sellers like the Baked Balance-n-Brighten Color Correcting Foundation and the Baked Blush-n-Brighten Marbleized Blush.
This reintroduction to Ulta represents a major step forward in making beauty more inclusive for women over 40. Laura Geller Beauty has always been known for its cult-favorite formulas that flatter and enhance aging skin, but now these products are reaching an even wider audience.
"We are focused on continuing to grow our DTC business and Amazon storefront, and nurturing our digital retail partners like Ulta.com," says Sara Mitzner, VP of brand marketing at Laura Geller Beauty parent AS Beauty. "Additionally, we are exploring and launching in international markets–particularly in the U.K.–where we have a strong fan base."
Join the Movement: Celebrate Aging with Confidence
The ‘"Who Hasn’t?" campaign officially launches today across Laura Geller Beauty’s website and social media channels. A dynamic video featuring Laura Geller and the campaign’s trailblazing female founders sets the tone, offering relatable and inspiring messages about aging with confidence. Additional content, including video interviews and highlights on each founder, will roll out to engage and inspire women to embrace their vulnerability and celebrate their beauty.
Women everywhere are encouraged to join the conversation by using #WhoHasnt and sharing their own aging stories. Whether it’s about finding empowerment in gray hairs, embracing laugh lines, or simply redefining what beauty means after 40, this movement creates a space where women can celebrate themselves unapologetically.
Why It Matters
Laura Geller Beauty’s new campaign is more than a marketing initiative—it’s a cultural shift. By amplifying the voices of women over 40 and bringing their stories to the forefront, the brand is helping dismantle outdated beauty standards and foster a more inclusive vision of beauty.
As Mitzner explains, "Customers are responding to curated, niche brands and products made specifically for them. Women 40+ are vibrant, and full of life, and want to be seen by brands, the media and society, and we’re proud to be able to serve them."
