Key Takeaways
- GEKA will unveil its first “Made in US” beauty collection, ETHEREAL, at MakeUP in Los Angeles 2025.
- The collection features innovative mascara, lip gloss, and brow styling products co-developed with Weckerle Cosmetics.
- GEKA’s end-to-end beauty solutions support brands from product development to launch with a strong focus on user experience.
New Collection Unveiled at MakeUP in Los Angeles 2025
GEKA, renowned for high-precision beauty applicators and part of medmix, is set to introduce its ETHEREAL collection at MakeUP in Los Angeles 2025 on February 12-13. Attendees can visit stand J31 to explore innovations in applicator technology, advanced formulations, and comprehensive beauty solutions at the Los Angeles Convention Center.
The ETHEREAL collection stands out with its vibrant design, merging hot foil and shadow printing with energizing colors, embodying a fresh aesthetic. Crafted in collaboration with Weckerle Cosmetics, the collection aims to cater to beauty enthusiasts eager to express individuality while fostering community connections.
Prominent products include the boombasticBRUSH tubing mascara, featuring a high-performance formula that enhances lash volume with innovative plumping technology. Its long-lasting formulation allows for dramatic results while facilitating easy removal with warm water. GEKA will also highlight a curling mascara designed with the specialized missCURL brush, offering smudge-proof and waterproof benefits alongside conditioning ingredients like glycerin and widelash. Available in both standard and travel sizes, these mascaras are essentials for makeup lovers seeking quality and convenience.
Additionally, GEKA introduces delightfulCHARMER, a high-gloss lip gloss delivering vivid colors with a comfortable, non-sticky finish. Its applicator is designed for precision, featuring reservoir zones for flawless application. The sweetSIN Brow Styling Wax completes the collection, providing a next-gen solution for brow styling. Its unique asymmetric twisted wire brush utilizes GEKA’s EOSfoam technology, ensuring defined and separated brows with a natural look.
Beyond product innovation, GEKA distinguishes itself with an extensive suite of services that encompass the entire beauty product development process. The company acts not only as a packaging supplier but as a partner, enabling brands to efficiently develop, test, and launch products. From brush and packaging design to formulation development and lab testing, GEKA emphasizes creating tailored solutions that meet high-performance benchmarks.
MakeUP in Los Angeles serves as a pivotal event for beauty professionals, showcasing the latest industry trends and innovations. GEKA invites attendees to visit stand J31 to experience the ETHEREAL collection, engage with product experts, and discover how advanced applicator and packaging solutions can enhance beauty brands.
The content above is a summary. For more details, see the source article.
