{"id":71683,"date":"2026-08-31T05:09:08","date_gmt":"2026-08-31T05:09:08","guid":{"rendered":"https:\/\/www.europesays.com\/france\/71683\/"},"modified":"2026-08-31T05:09:08","modified_gmt":"2026-08-31T05:09:08","slug":"laura-geller-enters-sephora-at-kohls","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/71683\/","title":{"rendered":"Laura Geller Enters Sephora at Kohl’s"},"content":{"rendered":"

\n\tAfter exiting brick-and-mortar retail<\/a> at Ulta seven years ago, Laura Geller<\/a> is doubling back \u2014 and this time, wants to do it right.<\/p>\n

\n\tThe makeup<\/a> brand<\/a> \u2014 which was sold to AS Beauty Group<\/a> after its previous parent company, Glansaol, filed for bankruptcy in 2018 \u2014 is now launching in Sephora at Kohl\u2019s, entering 854 doors nationwide with its Baked Balance-n-Brighten Foundation, $38, and Kabuki Brush, $26. It will also continue its global expansion plans in the U.K. and launch in Canada later this year.<\/p>\n

\n\tOn why Sephora at Kohl\u2019s was the right partner for its return, Joey Shamah, cofounder and chief executive officer of AS Beauty, said: \u201cWe feel the Kohl\u2019s customer is a great overlap with the Laura Geller customer. It\u2019s more of a mature woman, a little higher on the age demographic than what\u2019s in a regular Sephora.\u201d<\/p>\n

\t\t\t\t\t\t\"Laura<\/p>\n

\t\t\t\t\tLaura Geller Baked Balance-n-Brighten Foundation, $38, and Kabuki Brush, $26.<\/p>\n

\n\tLaura Geller pivoted to focus on the 40-plus consumer in the wake of the AS Beauty acquisition. Before Shamah\u2019s team stepped in, the brand was chasing a much younger demographic, focusing less on complexion and more on lip. <\/p>\n

\n\t\u201cWhen we first got involved, and that\u2019s almost eight years ago now, our marketing team did a lot of work on understanding the LG customer. We learned that Laura herself, obviously, is a mature woman, and we made the decision to own that demographic, and that\u2019s how we\u2019ve been guiding this business over the last few years, both on a product development as well as a customer acquisition standpoint,\u201d Shamah said. <\/p>\n

\n\tPart of its plan to unlock the over 40-year-old market has been to leverage Geller\u2019s power as a spokeswoman for her generation and invest in social media platforms such as Instagram and TikTok. For the brands that claim the bulk of Gen X isn\u2019t on social media, Shamah said: \u201cWe can say with very strong certainty that she is. She\u2019s discovering it.\u201d The key, he continued, is to cast a wide net of talent, from the Bethenny Frankels and the Fran Dreschers to the micro, MomTok influencers with maybe a couple thousand followers.<\/p>\n

\n\tThe strategy seems to be working; Laura Geller is one of the buzziest beauty brands on social media today, with just shy of 1 million followers. The brand has also reported a spike in consumer reactivation, up 152 percent compared to last year, along with a 5 percent increase in year-to-date revenue growth. <\/p>\n

\n\tOn whether the brand felt like it needed to build back its core consumers, post-mortem, Shamah said: \u201cThey may have been there, but they weren\u2019t there, meaning our website business when we bought the business was about $2 million. We closed last year over $200 million. So we\u2019ve built her, we found her, we\u2019ve messaged her.\u201d<\/p>\n

\n\tAsked what the secret sauce is to effecting a brand turnaround of this magnitude, Shamah said a key is to start by inviting the consumer behind the proverbial velvet rope. \u201cThat\u2019s when they feel like they\u2019re part of it, so they feel ownership of it and they feel great about it,\u201d he continued. \u201cBut it\u2019s a learning process, and we want to make sure we\u2019re growing with [them] and where it makes sense for [them]. It\u2019s a lot easier to buy a brand that has a history and resurrect it and invest in it, then start from scratch and build it from scratch.\u201d<\/p>\n

\n\tLooking ahead, Shamah believes Laura Geller could lead more on the innovation front, though it did just enter hair for the first time with its Root Touch Up Hair and Brow Concealing Cream and Powder. Hailing from E.l.f. Beauty, where product development operates at warp speed comparatively, the beauty executive knows which categories can be fast-tracked to market and which need more time. \u201cI don\u2019t think we\u2019re overdeveloping,\u201d he said. \u201cBut it needs to be a balance across the portfolio.\u201d <\/p>\n

\n\tThat said, the decision to enter Sephora at Kohl\u2019s with its bestselling complexion product first was intentional; foundation is the brand\u2019s sweet spot. <\/p>\n

\n\tOn the the possibility of going full fleet at Sephora in the future, Shamah said: \u201cWhen we first bought Laura Geller, we were full chain in Ulta, and it was not profitable for the business, and we exited very early. If we could come up with economic terms that make sense for us and for them, then yeah, we\u2019d love to be in it.\u201d<\/p>\n

\n\tThe brand also is shoppable on sephora.com and ulta.com now.<\/p>\n","protected":false},"excerpt":{"rendered":"After exiting brick-and-mortar retail at Ulta seven years ago, Laura Geller is doubling back \u2014 and this time,…\n","protected":false},"author":2,"featured_media":71684,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12718],"tags":[4955,1581,3215,12733,26551],"class_list":["post-71683","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sephora","tag-lvmh","tag-makeup","tag-retail","tag-sephora","tag-turnaround-strategy"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/71683","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=71683"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/71683\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/71684"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=71683"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=71683"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=71683"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}