The Geman-based manufacturer of application and packaging solutions for the beauty market Geka will unveil its latest collection of mascara, lip gloss, and brow styling innovations at MakeUP in LosAngeles 2025 at the Los Angeles Convention Center on February 12-13, 2025.
Produced at Geka’s US location, the new ETHEREAL collection 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 featured in the collection is the boombasticBRUSH tubing mascara, a high-performance formula that envelops each lash with a lash-plumping technology. Designed for long-lasting wear, it provides dramatic volume while ensuring effortless removal with warm water.
Geka will also showcase a curling mascara with its missCURL brush, which combines smudge-proof and waterproof properties with a formulation enriched with conditioning ingredients such as glycerin and widelash.
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.
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 asymmetric twisted wire brush, featuring Geka’s EOSfoam fiber technology, provides perfect definition and separation while ensuring a natural, full look.
