Laura Geller Gilded Honey Collection

Laura Geller is adding makeup artist Ashlee Glazer to her brand.

Glazer will serve as the global artistic director for Laura Geller’s namesake makeup label, which turned 20 this year. In her role — a first for the brand — Glazer will serve as a backup host on QVC, which is Laura Geller’s biggest retail partner. She’ll also assist in product development, train field staff on looks to create with new products and will work closely with the marketing team.

“I really love the story of Laura Geller — how she got started in New York in bridal,” said Glazer, who said she too got her start doing bridal makeup. She now works primarily with private clients in New York, many of them notable women in the fashion industry, such as Rachel Zoe and Keren Craig of Marchesa. “I love the education [aspect of the brand], helping the every day woman achieve a red carpet look.”

Ashlee Glazer

Ashlee Glazer 

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Glazer was a natural fit for the brand and Laura Geller herself, said Laura Geller executives.

“From the first meeting there was such a natural connection — it was almost as if they’d known each other for years,” said Amanda Kahn, vice president of marketing and public relations for Laura Geller Beauty. “They have such a similar background and approach to makeup and education. “From an aesthetic perspective, Ashlee isn’t about transforming a person, but creating a better version of you. Laura has been doing that for years, it’s the centerpiece of her mission.”

Said Martine Williamson, executive vice president and chief marketing officer of Glansaol, which acquired Laura Geller last year: “The reason Ashlee and Laura connected so quickly is because there’s an aspect of Laura that is aspirational but approachable and authentic, and Ashlee has those exact qualities as a person and a makeup artist.

Laura Geller Beauty is to announce Glazer’s new role this week on its social media channels, and on Aug. 22, Geller and Glazer will appear together on QVC to promote the Laura Geller Gilded Honey Collection, a six-piece kit consisting of hero products.

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