GEKA presents first “Made in US” collection at MakeUP in Los Angeles 2025

PRESS RELEASE 

 February 2025 

 GEKA presents first “Made in US” collection at MakeUP in Los Angeles 2025 

GEKA, a leader in high-precision beauty application solutions and part of medmix, will unveil its latest collection of mascara, lip gloss, and brow styling innovations at MakeUP in Los Angeles 2025. Visitors to stand J31 will have the opportunity to experience firsthand GEKA’s newest developments in applicator technology, advanced formulations, and full-service beauty solutions at the Los Angeles Convention Center on February 12-13, 2025. 

The new ETHEREAL collection radiates vibrancy, health, and well-being. Produced at GEKA’s US location, ETHEREAL blends hot foil and shadow printing with refreshing, energizing colors to create a visually striking effect. Developed in collaboration with Weckerle Cosmetics, the collection is crafted for beauty lovers who seek to express individuality while celebrating community. 

Among the highlights is the boombasticBRUSH tubing mascara, a high-performance formula that envelops each lash with innovative lash-plumping technology for a full-bodied effect. Designed for long-lasting wear, it provides dramatic volume while ensuring effortless removal with warm water. 

GEKA will also show a curling mascara with GEKA’s missCURL brush, which combines smudge-proof and waterproof properties with a formulation enriched with conditioning ingredients such as glycerin and widelash. This mascara not only delivers a lasting curling effect but also supports lash health, making it an essential addition to any beauty routine. 

Both mascaras will present as a normal and a travel size. 

In addition to mascara innovations, GEKA will introduce delightfulCHARMER, a high-gloss lip gloss that delivers vibrant color and a comfortable, non-tacky finish. The one-component flocked applicator is engineered with reservoir zones that ensure precise product distribution, offering a flawless application every time. 

Complementing this is the sweetSIN Brow Styling Wax, a next-generation styling solution that lifts, sculpts, and sets brows in place for a laminated effect. The uniquely designed asymmetric twisted wire brush, featuring GEKA’s EOSfoam fiber technology, provides perfect definition and separation while ensuring a natural, full look. 

Beyond its latest product innovations, GEKA continues to redefine beauty packaging and applicator solutions with its full-service expertise. More than a packaging supplier, the company offers an end-to-end approach that allows brands to develop, test, and launch new products with ease. From brush and packaging design to formulation development, lab testing, and finishing, GEKA ensures that each beauty solution is tailored to meet the highest performance standards. 

MakeUP in Los Angeles is a key event for beauty professionals, offering exclusive insights into the latest industry trends and innovations. GEKA invites visitors to stand J31 to explore its newest collection, speak with its product experts, and discover how its cutting-edge applicator and packaging solutions can elevate beauty brands to the next level. 

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