A makeup artist for over 25 years, Laura Geller believes that beauty should be attainable by every woman. Learning what her clients desired, Laura Geller set out to create a simple makeup line that would take the average woman and turn her into a goddess. Laura Geller makeup is based on Laura's philosophy of ''minimum makeup, optimum effect.'' With Laura Geller makeup, natural looks are achieved with great ingredients and simple-to-use formulations.