Age Defying Beauty: How Laura Geller And Mally Roncal Are Changing Industry Norms

The women on Forbes’ 50 Over 50 list are executives and CEOs, mothers and caretakers, leaders and founders. And some are all of the above. They are solid proof that women at any age can be celebrated for so much more than unrealistic expectations, and harmful stereotypes that women face as they age. It takes courage for a woman—and a brand—not to aim for formulaic beauty standards., 65, took this risk and changed the marketing strategy of Laura Geller Beauty in 2021.

“We weren't speaking to my 40-plus woman,” she says, noting this group has grown more vocal over the past few years. “They want to be accepted.” She and her team listened and read, heard and responded. In March 2021, her company made the bold decision to exclusively feature women over 40 in their marketing. “And that's when everything changed for us.” Their projected 2023 revenue will be up 65% over 2022.

Also a top-seller on QVC since 2005, Roncal’s lively personality is featured across the company’s social media platforms. With success: her best-selling product, Face Defender Clear Setting Balm, went viral on TikTok, resulting in a 15,000% increase in sales for the brand and now sells over 200 units daily. On top of videos, she started her own show on QVC earlier this year. “Over 50 and Fabulous” creates a safe space, sharing life advice and keeping it real about topics that may seem taboo.

Geller's transformative efforts took various forms, featuring real women—“A gaggle of Geller gals, everything from 40 to 80+,” she says—and joining forces with icons like Fran Drescher, Paulina Porizkova and Bethenny Frankel.

Makeup can be a loaded topic—either “too much” or “not enough” or be “age appropriate”—women feel pressured to conform to certain looks. However, Roncal emphasizes that makeup isn't a sign of insecurity; it's an expression of self-love.

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