GEKA celebrates a century on the forefront of beauty packaging and applicators 

PRESS RELEASE

January 2025

GEKA CELEBRATES A CENTURY 

GEKA, a world 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 wonder instruments. 

 As GEKA appears to be like again on a century of achievements, it additionally shares its dedication to innovation, sustainability, and pushing the boundaries of the sweetness business. 

 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 by way of each scale and scope. 

Within the Nineteen 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 purposes. 

By the Sixties and 70s GEKA’s developments mirrored the evolution of the cosmetics business: The opening of a plastic molding facility in 1964 and the addition of a brand new manufacturing website 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 turned synonymous with innovation, introducing modular programs for over-the-counter merchandise and pioneering artificial fiber expertise for beauty brushes. In 1996, GEKA entered a strategic partnership with Toly USA, cementing its standing as a world 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 expertise. This set a brand new commonplace for precision and efficiency in mascara purposes. Over the following decade, the corporate expanded into Brazil and Asia-Pacific, furthering its international attain. 

In recent times, 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 longer term 

GEKA’s story is much from over, nonetheless. As the corporate appears to be like again on its achievements, it additionally appears to be like to the longer term. 

With sustainability on the coronary heart of its operations, the corporate continues to innovate in ways in which scale back environmental impression and align with evolving client values. Investments in superior manufacturing, akin to expanded amenities in Germany, the USA, and Brazil, place GEKA to take care of its management within the magnificence business for many years to come back. 

“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,” mentioned Oliver Vogel, GEKA CEO. “By celebrating a century of progress we honor the generations of staff, companions, and prospects who’ve formed our legacy. On the similar time, we sit up for a way forward for sustainability, cutting-edge expertise, and ongoing development within the magnificence sector.”