Laura Geller Beauty Debuts at Sephora at Kohl’s

Laura Geller Beauty has launched Baked Balance-n-Brighten Color Correcting Foundation in 854 Sephora at Kohl’s locations nationwide, beginning August 31. The move marks a return to widespread physical retail for the primarily direct-to-consumer beauty brand and gives shoppers an in-person option for shade matching. A boxed set pairs the foundation with a complimentary Retractable Angled Kabuki Brush. The set is also available through Kohls.com.

In Store Shade Matching

The Sephora at Kohl’s launch gives customers the opportunity to try and swatch Baked Balance-n-Brighten before purchasing. Testers will appear alongside the boxed foundation and brush set on dedicated new-item endcaps, responding to customer requests to sample the complexion product while selecting a shade.

Joey Shamah, co-founder of AS Beauty Group, the owners of Laura Geller Beauty, said:

“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. 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.”

Return To Physical Retail

Laura Geller Beauty built its reputation through QVC and online retail channels. The Sephora at Kohl’s rollout brings the brand’s longstanding foundation back into physical retail, where shoppers can see and experience the product firsthand.

Laura Geller, founder of Laura Geller Beauty, said:

“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. 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.”

Foundation Duo Rollout

The Flawless Foundation Duo includes Baked Balance-n-Brighten Foundation and the Retractable Angled Kabuki Brush. Available at select Sephora at Kohl’s locations nationwide, the launch establishes an in-person retail channel for the New York-based brand founded by makeup artist Laura Geller in 1997.