NEW YORK, NY, August 31, 2026 (EZ Newswire) -- Beauty brand Laura Geller today announced its much-anticipated brick-and-mortar debut at Sephora at Kohl's. Beginning today, customers across the country will be able to shop Laura Geller's top-selling product, the iconic Baked Balance-n-Brighten Color Correcting Foundation, in person for the first time in a number of years, marking a landmark milestone for the primarily direct-to-consumer brand.

The launch will feature a boxed set that includes the award-winning foundation paired with the brand's Retractable Angled Kabuki Brush included complimentary. The set will be showcased on a dedicated new-item endcap, along with testers for customers to experience.

“We've built an incredibly strong direct-to-consumer business, but we know that for some customers, in-store trial is a critical piece of their purchasing decisions, especially when it comes to the complexion category,” says Joey Shamah, co-founder of AS Beauty Group, the owners of Laura Geller Beauty. “Partnering with Sephora at Kohl's allows us to close that gap and continue elevating the customer experience across every channel, all while reaching new customers at scale. This is exactly the kind of strategic growth initiative that positions Laura Geller for its next chapter.”

The launch is a direct response to years of requests from the brand's customer community. As a brand that built its reputation through home shopping and digital channels, Laura Geller has long been recognized as one of the beauty industry's premier online-only presences. The move in-store to Sephora at Kohl's marks the brand's return to widespread physical retail, giving shoppers the opportunity to try, swatch, and experience the foundation firsthand.

"For years, our customers have told us they wished they could sample Baked Balance-n-Brighten Color Correcting Foundation before purchasing to help them find the best shade match," says the brand's founder, Laura Geller. "After so many years of building this brand through our presence on QVC and through online retailers, it means a lot to finally bring the business back into physical retail. This launch gives customers the opportunity to see the product up close, find their perfect shade, and experience firsthand why this product has been a best seller since its launch in 2004 with over 17 million sold to date.”

The set will be available beginning Aug. 31 in select Sephora at Kohl's locations nationwide and on Kohls.com.

About Laura Geller Beauty

New York-based makeup artist Laura Geller launched her namesake brand in 1997 with a mission of demystifying the daily makeup routine and creating transformational products that bring joy back to beauty. The brand is a pioneer in artisan-crafted baked makeup, delivering exceptional coverage and finishes for all skin types. As the brand's foolproof, easy-to-use makeup is well-known for its remarkable ability to flatter and enhance mature skin, Laura Geller Beauty has exclusively featured women over 40 since 2021. Laura Geller Beauty products are available on QVC, LauraGeller.com, Amazon, Ulta.com, Sephora.com, Macys.com, and other select retailers. For more information, visit laurageller.com.

Media Contact

Alison Brod Marketing & Communications
laurageller@abmc-us.com

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SOURCE: Laura Geller Beauty

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