Founded in 1925 during Germany’s prosperous Golden Twenties, GEKA started as a brush factory in Waizendorf, but by the 1950s it was producing twisted wire brushes for cosmetics. By the 1960s, the company utilized plastic molding to move into packaging and applicator manufacturing. Introducing its molded mascara brushes at the turn of the millennium, GEKA has grown into a full-service partner for cosmetics, offering its customers turnkey support to create and market class-leading beauty products.
Credit: GEKA
The new Golden Grace collection typifies this century of innovation, combining the bold vibrancy of 1920s aesthetics with advanced decorating techniques. The collection features technologies such as Roctool Heat & Cool Technology, an induction molding method that heats the mold to deliver stunning applicator. GEKA’s shadow printing service, which uses no additional foil or ink, creates striking finishes for all types of packaging. Both methods conserve resources compared to traditional processes, reducing the carbon footprint of cosmetics.
Applicators in the collection include a wide range of mascara brushes designed to maximize volume and curl, as well as eyebrow brushes for fuller, stronger brows. These are joined by applicators for intense, perfectly contoured lipstick, multi-tasking tools for cool and calming founcealer, and hygienic micro bristles for a truly protective skincare routine. A 3-in-1 hair styling tool completes the set, ensuring that anyone can step back into the hair world of the 1920s with confidence.
Those travelling to the event can also discover how GEKA, a brand of medmix, is leading the way towards sustainable cosmetics in the 2020s. Along with its resource conserving decoration technologies, the business offers access to recycled post-consumer resin (PCR) for packaging. With these low carbon options, customers can throw off their inhibitions and develop timeless beauty products that will set new standards for the next century.
Visitors to Cosmopack Bologna 2025 can view the Golden Grace collection and meet with experts on GEKA’s 1920s themed stand at E2-F1 in Hall 15 from March 20 – 22 at the Bologna Exhibition Centre, Viale della Fiera, Bologna, Italy.