Aging may not be easy on the eyes, but in Laura Geller Beauty’s bold new campaign destigmatizing the social commentary around the eventuality, she’s making it easy on the ears.

In the brand’s new campaign, “Who Hasn’t?” she’s opening the lines of communication around the universal challenges of aging, aimed at encouraging women 40 and older to embrace their vulnerability about the subject and drive authentic conversations and deeper connections that stem from realness.

Laura Geller and a lineup of female founders, including Linnie Gold of Nosh NYC, Renee Greenstein of Women With Control, Ami Richter of Lug and Maria McCool of Calista Tools will have heart-to-hearts about plucking pesky grays to choosing the best anti-aging cream. The conversations will emphasize that, despite what people may portray on social media, insecurity is real, even among the most successful, high-achieving women.

“At Laura Geller Beauty, we believe aging is a journey to be celebrated, not feared,” said Geller. “Through the ‘Who Hasn’t?’ campaign, we’re creating a safe space for women to acknowledge and embrace their insecurities, showing that vulnerability is not a weakness–even for successful women–but a bridge to connection and empowerment.”

In conjunction with the launch of the campaign, Laura Geller Beauty is reintroducing its partnership with Ulta to make beauty for mature women more accessible. Select products including bestsellers Baked Balance-n-Brighten Color Correcting Foundation and Baked Blush-n-Brighten Marbleized Blush are available on Ulta.com.

The “Who Hasn’t?” campaign has rolled out across Laura Geller Beauty’s digital channels, including the brand’s website.