Laura Geller teams up with actress Debi Mazar to relaunch one of the brand’s most iconic products, the Baked Gelato Swirl Illuminator in its bestselling Gilded Honey shade. Known for artisan-crafted baked makeup and formulas designed for mature skin, the brand brings back this fan favorite with a refreshed formula developed specifically for women over 40. More than three years of reformulation guided by customer feedback have resulted in an updated version that balances the original’s cult glow with added skincare benefits.
HIGHLIGHTERS
Founder and veteran makeup artist Laura Geller explains the reasoning behind the relaunch. “Five years ago, we decided to shift our brand to exclusively serve women over 40 and took a deeper look at our overall portfolio,” she says. “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 new Illuminator formula centers on Boron Nitride, a mineral that diffuses light to produce a soft-focus finish ideal for mature skin. This technology preserves the product’s “lit-from-within” effect while skincare ingredients expand its benefits. Hyaluronic Acid locks in moisture and helps plump dry skin, Vitamin E calms and strengthens the barrier, and Vitamin C Esters support collagen production and boost brightness. Squalane remains from the original version to sustain hydration and create a smooth, radiant result.
For the campaign, Laura Geller tapped longtime fan Debi Mazar, who brings authenticity and glamour to the project. A former makeup artist herself, Mazar has built a reputation for her distinctive screen presence and personal connection to beauty culture. Living in Italy full-time with her family, she describes the collaboration as an organic partnership. “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,” she shares.
The campaign was shot in Italy, birthplace of the brand’s baked products, further connecting the relaunch to its artisanal manufacturing roots. By situating the shoot in the country where the Baked Gelato technique originates, the brand honors its craftsmanship while presenting a product made relevant for today. With Mazar as its face, the campaign emphasizes the belief that women over 40 deserve makeup created with artistry, care, and attention to their specific needs.
The Baked Gelato Swirl Illuminator in Gilded Honey is now available on Laura Geller’s website for $27. The relaunch brings back a cult classic while demonstrating how Laura Geller continues to listen to its audience and refine its products with their needs in mind.
