The Beauty Brand Famous for Targeting Women Over 40 Will Be Featured at Every Bulls Regular Season Home Game, With Gameday Beauty Activations at the United Center and More
CHICAGO, Oct. 20, 2026 /PRNewswire/ — Today, Laura Geller Beauty, the color cosmetics brand known for its makeup made for mature skin, announced a new partnership with the Chicago Bulls.
This partnership signifies the joining of two passionate, highly engaged communities, providing Laura Geller Beauty a chance to connect with consumers in one of its largest US markets. Through the partnership, Laura Geller Beauty will have a season-long presence in the United Center during Bulls home games. Fans will see Laura Geller Beauty’s LED branding across the arena while also having the opportunity to take part in one of their three gameday activations during the season with fan experiences, product sampling, and more.
While professional basketball has long been marketed toward men, women represent an often-overlooked part of the NBA audience and make up 45% of the Bulls’ Chicago fanbase, according to YouGov. This includes mature women, the core of Laura Geller Beauty’s consumer base. Since 2021, Laura Geller has specifically marketed its products to this demographic and has featured women over 40 exclusively in its marketing campaigns, website content, and social media.
“Chicago has always been one of our biggest and most enthusiastic markets, and Bulls fans have an incredible sense of passion and loyalty that reminds me so much of our own community,” says Laura Geller, the brand’s founder. “Women are passionate sports fans too, and that absolutely includes women over 40. I love that this partnership gives us an opportunity to show up for them in a space where they’re already so engaged.”
Off the court, Laura Geller Beauty and the Bulls will appear on each other’s digital and social media channels throughout the season. Fans can expect co-branded content with the Swingin’ Seniors – the Bulls’ iconic dance team consisting exclusively of women 60 or older. The brand will also be featured in videos starring the Bulls’ mascot Benny The Bull, one of the most popular mascots in professional sports with nearly 6 million followers across TikTok and Instagram. Laura Geller Beauty will also host a digital sweepstakes offering the chance to win a VIP beauty experience at a home game, with other prizes, further connecting Bulls fans with the brand throughout the season.
“As a DTC-focused brand, so much of our growth has been driven by e-commerce and performance marketing, so opportunities to connect with our customers face-to-face are especially meaningful,” adds Geller. “This partnership is an exciting step into a new kind of marketing for us and allows us to broaden our horizons while creating a more personal connection with the women we serve.”
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.
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SOURCE Laura Geller Beauty
