LAURA GELLER BEAUTY EXPANDS INTO FRAGRANCE CATEGORY WITH LAUNCH OF NEW ITALIAN-INSPIRED 'TUSCAN SUN' PERFUME
Inspired by the brand's artisanal and Italian-made pillars, the new scent pays tribute to the warmth and spirit of Italian living.
NEW YORK, Oct. 6, 2026 /PRNewswire/ -- Laura Geller Beauty, the brand known for crafting makeup for mature skin, today announced the launch of its first-ever perfume. The new scent, Tuscan Sun Eau de Toilette, marks a significant expansion for the brand as its first entry into the fragrance category.
Tuscan Sun draws upon the brand's longstanding association with Italy, where many of its products are manufactured. The fragrance is inspired by the ease, warmth, and sensory richness of Italian living, capturing a sense of la dolce vita, "the sweet life." It opens with bright notes of Italian lemon, softening with notes of creamy florals at the heart, and settles into a warm base of amber and vanilla, all meant to evoke the feeling of golden hour in Tuscany.
"For years, people have stopped me to ask what perfume I'm wearing," says Laura Geller, founder and makeup artist. "I finally felt called to create my own fragrance. Tuscan Sun is the scent I've been dreaming about for years, and I'm so excited to finally share it."
Geller and her team spent more than a year developing the perfume, taking inspiration from her annual travels through Italy. They also turned to valued customers through several different panels, helping to refine the scent further. "It had to feel as personal as our makeup," Geller adds.
Fragrance, Geller also notes, taps into emotions that makeup cannot reach. "I've spent my entire career helping women feel confident in their own skin through makeup. But confidence isn't just about how you look, it's how you feel. I wanted this bright and gorgeous scent to stir up feelings of relaxation and ease – exactly how you'd feel if you were on a Tuscan getaway of your own. It's the perfect finishing touch to help my customers feel their very best."
Even the fragrance's bottle takes inspiration from Italian architecture. The gold-tone cap is inspired by classic Roman columns. As another thoughtful touch, the bottle has a rounded base shaped to rest comfortably in hand – a nod to the brand's consumers who have requested more ergonomic options in the assortment.
Tuscan Sun is available in full size, travel size, and as a duo on the brand's website, giving customers a range of ways to explore the scent.
Tuscan Sun is available now on the brand's website http://laurageller.com.
MEDIA CONTACTS:
Alison Brod Marketing + Communications
ABOUT LAURA GELLER BEAUTY:
New York-based makeup artist Laura Geller launched her namesake brand in 1997 with a mission of demystifying the daily makeup routine and creating transformational products that bring joy back to beauty. The brand is a pioneer in artisan-crafted baked makeup, delivering exceptional coverage and finishes for all skin types. As the brand's foolproof, easy-to-use makeup is well-known for its remarkable ability to flatter and enhance mature skin, Laura Geller Beauty has exclusively featured women over 40 since 2021. Laura Geller Beauty products are available on QVC, LauraGeller.com, Amazon, Ulta.com, Sephora.com, TikTok Shop, Macy's.com, and other select retailers.
SOURCE Laura Geller Beauty
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