Embracing Aging: Laura Geller Beauty’s ‘Who Hasn’t?’ Campaign Returns with Ulta

Key Takeaways

Laura Geller Beauty launches the “Who Hasn’t?” campaign, empowering women over 40 to celebrate aging.
Beauty Accelerate 2025 will feature a discussion highlighting opportunities to engage Gen X consumers.
Laura Geller Beauty reintroduces products at Ulta, enhancing access for mature skin makeup.

Embracing Aging with Confidence

Beauty Accelerate is set to return to the East Coast on March 12-13, 2025, at the Ocean Place Resort & Spa in Long Branch, New Jersey. The event will feature talks from innovative leaders in the beauty industry, offering networking opportunities and showcasing products from ingredient and manufacturing partners. Registration for the event is now open.

Aging is a natural process, yet it can present emotional and societal challenges, particularly for women over 40. Traditional beauty standards often leave them feeling pressured and unnoticed. Laura Geller Beauty aims to change this narrative with its new initiative, the “Who Hasn’t?” campaign. The campaign seeks to empower women to embrace their aging journeys and foster conversations about the realities of growing older—ranging from wrinkles to gray hair—with the message that aging should be celebrated, not concealed.

During the Beauty Accelerate 2025 event, Laura Geller, the founder of Laura Geller Beauty, will join Sarah Kugelman, founder of All Golden, to discuss Gen X’s untapped market potential. Their panel, titled “Aging Beautifully: The Big Business of Gen X’s Empowering Movement,” will explore how beauty brands can authentically connect with this demographic. The session aims to highlight innovative marketing strategies that promote self-care and age positivity while addressing the purchasing power of consumers over 40.

Challenges remain; a recent AARP survey indicated that 52% of women over 50 feel pressure to conform to societal beauty standards. However, these women often exhibit understanding toward each other’s experiences. The “Who Hasn’t?” campaign aims to create a supportive space where women can share their stories and acknowledge their vulnerabilities. Laura Geller emphasizes that aging is a journey to cherish, fostering connections through shared experiences. The campaign features personal stories from Geller and other inspirational women entrepreneurs, including Linnie Gold, Renee Greenstein, Ami Richter, and Maria McCool, each sharing their unique aging journeys.

In addition to the campaign, Laura Geller Beauty is back at Ulta, with selected products available on Ulta.com, including popular items designed specifically for mature skin, such as the Baked Balance-n-Brighten Color Correcting Foundation and the Baked Blush-n-Brighten Marbleized Blush. This marks a significant move toward inclusivity in beauty, ensuring that women over 40 have greater access to products that flatter aging skin. Seven Mitzner, VP of brand marketing at the parent company AS Beauty, mentioned efforts to expand their direct-to-consumer business, Amazon presence, and partnerships with digital retailers like Ulta, along with plans for international expansion, particularly in the U.K.

The “Who Hasn’t?” campaign officially launched across all platforms, featuring a promotional video highlighting Laura Geller and the participating female founders. The initiative encourages women to use the hashtag #WhoHasnt to share their own aging experiences, emphasizing empowerment—whether about embracing gray hair, laugh lines, or a new definition of beauty after 40.

This campaign goes beyond marketing; it signifies a cultural shift in beauty standards. As Mitzner notes, there’s a growing demand for brands that cater to women 40 and older, who desire recognition and representation from the beauty industry and society as a whole. Laura Geller Beauty is committed to serving this vibrant demographic and redefining beauty for future generations.

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