Celebrating its centenary, beauty applicator and packaging expert GEKA will glow-up Cosmopack Bologna 2025 with the launch of its Art Deco-inspired Golden Grace collection. Paying homage to the Roaring Twenties when strong, independent women began to shine, the new collection combines GEKA’s heritage with its modern packaging technologies to recapture the expressionism of this golden era
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 utilised plastic moulding to move into packaging and applicator manufacturing. Introducing its moulded 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.
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 moulding method that heats the moUld 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 maximise 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.