Laura Geller Beauty is hosting its first-ever UK pop-up this month to celebrate the Italian craftsmanship behind its hero Baked make-up collection.
The three-day Beauty of Baked activation will take place in London shopping destination Covent Garden from 18 to 20 September, transforming the space into a “charming Italian bakery-inspired beauty destination”.
The pop-up marks Laura Geller Beauty’s first-ever solo retail event in the UK as the US-founded make-up brand looks to expand its presence in the region.
“London, and the UK market more broadly, is an incredibly exciting next chapter for Laura Geller Beauty,” founder Laura Geller told Cosmetics Business.
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“We have built a passionate community of ‘Geller Gals’ in the US, we have had a presence here on QVC UK for many years, and now we are thrilled to introduce the brand to even more women in the UK.
“The brand has naturally been growing in this region for years, so we decided to lean into it and make the brand more accessible locally.”
Laura Geller Beauty was founded in 1997 by New York make-up artist Geller.
It launched with a mission to
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