If you’re a fan of classic makeup brands, Laura Geller Beauty has probably popped up on your radar. The brand, known for cult-favorite baked powders, luminous blushes, and a super-loyal customer base, has been around for decades. But lately, a big question keeps coming up: Does Sephora still sell Laura Geller products, or have things changed? Here’s what you need to know if you’re hoping to browse Laura Geller in stores this year.
Laura Geller and Sephora: What Happened?
Let’s start with a little background. Laura Geller launched her namesake brand in the late 1990s, starting with a studio in New York before her signature baked makeup went national. For a while, you could find Laura Geller in many of the biggest U.S. beauty retail stores.
Back in October 2006, Sephora started carrying Laura Geller’s line. Makeup enthusiasts remember when Balance-n-Brighten and Spackle primer were mainstays on Sephora’s shelves. At the time, there were big plans for the partnership, with nearly 70 Sephora locations expected to stock the brand the following year.
But retail changes fast, and even beloved brands can go in and out of stores as trends and strategies change. Over the last several years, eagle-eyed beauty shoppers noticed Laura Geller displays started to disappear from Sephora’s aisles.
So, Does Sephora Sell Laura Geller Anymore?
The short answer is no. As of early 2025, you won’t find Laura Geller products in Sephora stores or on Sephora.com. The brand’s previous presence at Sephora has ended. Some longtime fans still look for Laura Geller at Sephora out of habit, but it’s just not there anymore.
Why did the partnership end? No official explanation was given in the press, but brand rotations and updates to store lineups are common in cosmetics retail. Sometimes it’s a shift in brand focus, and sometimes it’s just shelf space making way for newer names.
Where Can You Buy Laura Geller Makeup Now?
If you’re wondering where to restock your favorite Baked Balance-n-Brighten or snag a new blush, don’t worry. Laura Geller Beauty is still widely available across several platforms. The difference is now you’ll just have to shop at different retailers.
Let’s break down where you can pick up Laura Geller products in 2025.
Laura Geller’s Official Website: Direct-to-Consumer Shopping
First up, the brand’s official website — laurageller.com — is probably your best bet for the biggest selection and exclusive launches. You can shop all the core products there, including gift sets, brushes, and their popular mature skin collections.
A few perks make the site a good choice for regulars. For U.S. shoppers, Laura Geller offers free shipping on orders over $40. They ship internationally to dozens of countries, which helps fans outside the U.S. who can’t find the brand locally.
The site also has a 30-day return or exchange policy. So if you grab the wrong shade, you’re not stuck with it. Plus, direct customers occasionally get special offers like exclusive bundles or limited-edition shades.
Ulta Beauty: Laura Geller’s Newest Retail Partner
Here’s a recent twist: Laura Geller rejoined Ulta Beauty’s online store in 2025. After a hiatus, products once again appeared in Ulta’s virtual aisles. If you already shop at Ulta for other brands, you’ll find Laura Geller’s famous Baked Balance-n-Brighten Color Correcting Foundation and Baked Blush-n-Brighten Marbleized Blush alongside other staples.
The selection on Ulta.com is a little curated compared to the full official site, but shoppers get the perks of Ulta Rewards points and bundled shipping. It hasn’t popped up widely in physical Ulta stores, but the move back to Ulta.com signals renewed interest from bigger retailers.
Other Popular Retail Channels: Amazon and QVC
Don’t want to jump between too many sites? Laura Geller keeps a well-stocked Amazon storefront where you can find most of their bestsellers. Be cautious with third-party Amazon sellers, but items sent by “Laura Geller Store” are legit.
Then there’s QVC, which put Laura Geller Beauty on the map for many fans years ago. Even now, QVC often has exclusive sets and prices that beat other stores. It’s not unusual to see Laura Geller on QVC’s TV segments, especially during special event sales.
Shopping through QVC also sometimes means value kits or multi-product bundles you won’t get directly from the brand.
International Shoppers: What About the UK?
Laura Geller Beauty has been slowly increasing its international footprint. The U.K. has always been a hotbed for Laura Geller’s baked makeup — ask any British beauty YouTuber over 40 and odds are she’s raved about them at least once.
Laura Geller products appeared at various times on the U.K. version of QVC and, occasionally, at select stores or local online retailers. The challenge right now is stock: Some shades and products are tough to find in the U.K., and popular colors like Porcelain or Fair in foundation do sell out fast.
If you’re in Britain (or anywhere else in Europe) and frustrated by the gaps, ordering through laurageller.com is often the simplest solution. They do offer international shipping, but you’ll want to factor in customs or VAT depending on local regulations.
How Laura Geller’s Marketing Is Changing
Something else to notice: The brand has shifted focus in the last couple of years from trying to please every age group to really doubling down on makeup for mature skin.
This isn’t a subtle pivot. Their 2025 “Who Hasn’t?” campaign makes it clear Laura Geller speaks directly to women over 40 who want makeup that works for real, changing skin. If you check their site or Instagram, you’ll see models with laugh lines, silver strands, and age spots looking straight at the camera — not just retouched twentysomethings.
For customers who may have felt ignored by other brands, this new direction is refreshing. Marketing used to feel broader and more traditional. Now it has a spirit of “real women, real stories” that makes longtime fans feel seen — and that’s smart business as more brands try to appeal to older beauty shoppers.
Why No Sephora? What’s the Trade-Off?
So, with all this, will we ever see Laura Geller on Sephora shelves again? It’s hard to say. Sephora tends to rotate brands faster than Ulta or QVC, especially as indie brands and hot new launches crowd the market. For Laura Geller, the move toward direct-to-consumer and selected retail platforms probably allows more control over customer experience — and wider reach for targeted marketing.
There’s a trade-off, though. For shoppers who loved trying out colors in-store, losing that retail exposure can be irritating. But if you’re comfortable ordering online and want the biggest selection, buying directly or through trusted channels can actually make restocking simpler.
Expert Take: What Laura Geller’s Strategy Says About Beauty in 2025
Here’s what’s interesting: Laura Geller’s shift isn’t just about where you shop. It says something about how established beauty brands are surviving in a market obsessed with “the newest thing.” Instead of trying to be everywhere, Laura Geller is focusing where it matters — mature beauty lovers who know what works for them.
This is a strategy you’re seeing more brands use, especially as TikTok trends come and go so quickly that heritage brands can’t always keep pace. If you’ve ever felt like big stores don’t stock makeup that actually works for aging skin, Laura Geller’s new approach will probably feel like a relief.
If you want more business stories about how brands pivot and change channels, check out Top Business Feed for more industry updates.
The Bottom Line: Where Laura Geller Stands Now
So, does Sephora sell Laura Geller in 2025? No, and there’s no sign that’s changing soon. For now, the “OG” baked makeup brand is focusing on its own site, a return to Ulta.com, plus two old-school favorites: Amazon and QVC. The brand continues to reach international fans, though supplies in some regions (especially the UK) can be hit or miss.
Will Laura Geller end up back at Sephora eventually? Maybe, but for now, the focus is on celebrating mature beauty fans through targeted marketing and a strong online presence. That seems to be working just fine for their loyal customers — and if you’re curious, your next favorite compact might only be a click away.
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