Laura DeLuisa LaRocca has established herself as a force in the beauty industry. A born entrepreneur with the kind of drive it takes to build a company from the ground up, Laura’s business acumen has been taking shape since before she can even remember.Laura’s love affair with beauty began when she made the move from Milwaukee to Hollywood to work as an entertainment industry hairstylist. She spent her days behind the scenes on film sets and photo shoots surrounding herself around the latest and greatest beauty products.
Recognising that there were products missing in the market, Laura’s entrepreneurial instincts kicked into gear and she co-founded the iconic brand DuWop Cosmetics. Under Laura’s leadership the company grew to be a $10 million worldwide brand with cult phenomenon, niche products such as Lip Venom, the first topical lip plumper on the market. After ten years of accomplishing her dream at DuWop, Laura felt that in order for the brand to grow it would need to experience a fresh voice. She made the decision to hand over the reigns to someone new.
Laura was then faced with a life-changing event when she experienced total kidney failure. It was during this time that she was introduced to the natural healing properties of 24K Gold. She made it her mission to create a collection of age-defying potions that utilize the power of gold while promoting a better environment.
Today Laura lives in Studio City, California with her husband Joe and her two dogs Mick and Ben. She sits on the board of directors of the National Kidney Foundation of Southern California and in her very little spare time does Pilates and hikes with her dogs.
Last Updated: July 22, 2009
