A century of growth and innovation
GEKA’s story began in 1925, when the company was founded by Georg Karl senior in Waizendorf, Germany. At the time, the business was a simple brush factory, but as the years passed it began to grow in terms of both scale and scope.
In the 1950s, Georg Karl junior, inspired by a visit to the USA and a meeting with cosmetics icon Helena Rubinstein, launched the company into the beauty sector with the production of twisted wire brushes. This forward-thinking leap laid the groundwork for GEKA’s future in high-precision beauty applications.
Credit: GEKA
Through the 1960s and 70s GEKA’s advancements mirrored the evolution of the cosmetics industry: The opening of a plastic molding facility in 1964 and the addition of a new production site in Waizendorf in 1974 marked GEKA’s entry into the burgeoning world of plastic packaging and applicators. During this time, the company also expanded internationally, establishing a UK subsidiary and acquiring complementary businesses to broaden its expertise.
Across the 1980s and 90s, GEKA became synonymous with innovation, introducing modular systems for over-the-counter products and pioneering synthetic fiber technology for cosmetic brushes. In 1996, GEKA entered a strategic partnership with Toly USA, cementing its status as a global player.
The turn of the millennium saw a defining moment in 2005 when GEKA unveiled its groundbreaking molded mascara brushes in New York, showcasing 1K and 2K molding PRESS RELEASE December 2025 GEKA CELEBRATES A CENTURY Page 2 of 3 medmix CONFIDENTIAL technology. This set a new standard for precision and performance in mascara applications. Over the next decade, the company expanded into Brazil and Asia-Pacific, furthering its global reach.
In recent years, GEKA has embraced sustainability and digital innovation while working alongside Sulzer and later medmix. In 2019, it launched the world’s first online configurator for cosmetics packaging, offering unprecedented flexibility and personalization to customers.
A vision for the future
GEKA’s story is far from over, however. As the company looks back on its achievements, it also looks to the future. With sustainability at the heart of its operations, the company continues to innovate in ways that reduce environmental impact and align with evolving consumer values. Investments in advanced manufacturing, such as expanded facilities in Germany, the USA, and Brazil, position GEKA to maintain its leadership in the beauty industry for decades to come. "Our 100-year anniversary is more than a milestone—it’s a testament to the spirit of innovation and quality that has defined GEKA since it was a simple brush factory,” said Oliver Vogel, GEKA CEO. “By celebrating a century of progress we honor the generations of employees, partners, and customers who have shaped our legacy. At the same time, we look forward to a future of sustainability, cutting-edge technology, and ongoing growth in the beauty sector."