GEKA celebrates a century of setting beauty standards at Cosmopack Bologna 2025

PRESS RELEASE

March 2025
GEKA celebrates a century of setting beauty standards at Cosmopack Bologna 2025

GEKA celebrates a century of setting beauty standards at
Cosmopack Bologna 2025

Celebrating its centenary, beauty applicator and packaging expert GEKA will illuminate 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 merges GEKA’s rich heritage with modern packaging technologies, recapturing the expressionism of this golden era.

Visitors to Cosmopack Bologna 2025 can explore the Golden Grace collection and meet with experts at GEKA’s 1920s-themed stand (E2-F1, Hall 15) from March 20–22 at the Bologna Exhibition Centre, Viale della Fiera, Bologna, Italy.

A Century of Innovation: From Brushes to Cutting-Edge Beauty Solutions

Founded in 1925 during Germany’s prosperous Golden Twenties, GEKA began as a brush factory in Waizendorf. By the 1950s, the company was producing twisted wire brushes for cosmetics, and by the 1960s, it had expanded into packaging and applicator manufacturing through plastic molding. At the turn of the millennium, GEKA introduced molded mascara brushes, solidifying its position as a full-service partner for cosmetics, offering turnkey support to help brands create and market class-leading beauty products.

Golden Grace: A Fusion of 1920s Elegance and Modern Technology

The Golden Grace collection exemplifies a century of innovation, combining the bold vibrancy of 1920s aesthetics with advanced decorating techniques:

• Roctool Heat & Cool Technology – An advanced induction molding method that heats the mold to create stunning applicators.
• Shadow Printing Service – A sustainable process that requires no additional foil or ink, delivering striking finishes for all types of packaging while conserving resources.
• Sustainable Styling Tool – Completing the set, this tool ensures that anyone can step back into the glamorous world of 1920s hair styling with confidence.

A Commitment to Sustainable Beauty

Visitors can also discover how GEKA, a brand of medmix, is pioneering sustainable cosmetics in the 2020s. Alongside its resource-efficient decoration technologies, the company provides access to recycled post-consumer resin (PCR) for packaging. With these low-carbon solutions, beauty brands can embrace innovation and develop timeless products that will set new industry standards for the next century.

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