PRESS RELEASE
January 2025
GEKA CELEBRATES A CENTURY
GEKA, a worldwide chief in high-precision magnificence software options and a part of medmix, is thrilled to have a good time 100 years of excellence and innovation. Throughout a century of success, the corporate has grown from crafting brushes to turning into a pioneer in brushes, applicators, packaging options and sweetness instruments.
As GEKA seems again on a century of achievements, it additionally shares its dedication to innovation, sustainability, and pushing the boundaries of the sweetness trade.
A century of development and innovation
GEKA’s story started in 1925, when the corporate was based by Georg Karl senior in Waizendorf, Germany. On the time, the enterprise was a easy brush manufacturing facility, however because the years handed it started to develop when it comes to each scale and scope.
Within the Fifties, Georg Karl junior, impressed by a go to to the USA and a gathering with cosmetics icon Helena Rubinstein, launched the corporate into the sweetness sector with the manufacturing of twisted wire brushes. This forward-thinking leap laid the groundwork for GEKA’s future in high-precision magnificence functions.
By means of the Nineteen Sixties and 70s GEKA’s developments mirrored the evolution of the cosmetics trade: The opening of a plastic molding facility in 1964 and the addition of a brand new manufacturing web site in Waizendorf in 1974 marked GEKA’s entry into the burgeoning world of plastic packaging and applicators. Throughout this time, the corporate additionally expanded internationally, establishing a UK subsidiary and buying complementary companies to broaden its experience.
Throughout the Eighties and 90s, GEKA grew to become synonymous with innovation, introducing modular programs for over-the-counter merchandise and pioneering artificial fiber know-how for beauty brushes. In 1996, GEKA entered a strategic partnership with Toly USA, cementing its standing as a worldwide participant.
The flip of the millennium noticed a defining second in 2005 when GEKA unveiled its groundbreaking molded mascara brushes in New York, showcasing 1K and 2K molding know-how. This set a brand new customary for precision and efficiency in mascara functions. Over the following decade, the corporate expanded into Brazil and Asia-Pacific, furthering its world attain.
Lately, GEKA has embraced sustainability and digital innovation whereas working alongside Sulzer and later medmix. In 2019, it launched the world’s first on-line configurator for cosmetics packaging, providing unprecedented flexibility and personalization to prospects.
A imaginative and prescient for the long run
GEKA’s story is way from over, nevertheless. As the corporate seems again on its achievements, it additionally seems to the long run.
With sustainability on the coronary heart of its operations, the corporate continues to innovate in ways in which cut back environmental influence and align with evolving shopper values. Investments in superior manufacturing, resembling expanded services in Germany, the USA, and Brazil, place GEKA to keep up its management within the magnificence trade for many years to return.
“Our 100-year anniversary is greater than a milestone—it’s a testomony to the spirit of innovation and high quality that has outlined GEKA because it was a easy brush manufacturing facility,” stated Oliver Vogel, GEKA CEO. “By celebrating a century of progress we honor the generations of workers, companions, and prospects who’ve formed our legacy. On the identical time, we sit up for a way forward for sustainability, cutting-edge know-how, and ongoing development within the magnificence sector.”
