Beauty Launches

Laura Geller Taps Debi Mazar for New Highlighter Campaign

The brand relaunched its Baked Gelato Swirl Illuminator with a new campaign celebrating Italian craftsmanship.

October 7, 2025

Assistant Editor

Laura Geller, a makeup brand for mature skin, is bringing back a fan favorite. The brand officially relaunched its viral Baked Gelato Swirl Illuminator in its Gilded Honey shade.

This comeback product is complete with a refreshed new formula specifically designed for mature skin.

Founder and veteran makeup artist Laura Geller said,

“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. 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.”

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.

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 the brand’s artisanal quality.

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 Hyaluronic Acid to moisturize and plump dry skin, Vitamin E to soothe and strengthen the skin barrier, and Vitamin C Esters to brighten and support collagen production. Squalane further boosts hydration for a smooth, radiant finish.

Mazar, a former makeup artist who lives full-time in Italy with her family, says the collaboration felt like a natural fit.

Coinciding with the relaunch, the brand has also revamped its Geller Gals Reward Program.