German packaging company GEKA is marking its 100-year anniversary this year.
GEKA was founded as a brush factory in 1925 by Georg Karl senior in Waizendorf, Germany. In the 1950s, following a meeting with cosmetics entrepreneur Helena Rubinstein, Georg Karl junior launched the company in the beauty sector, with the production of twisted wire brushes. This move laid the groundwork for the company’s future in high-precision beauty applications.
The opening of a plastic molding facility in 1964 and the addition of a production site in Waizendorf in 1974 marked GEKA’s entry into the area of plastic packaging and applicators. During this period, the company also expanded internationally, establishing a UK subsidiary and acquiring businesses to broaden its offer.
In the 1980s and 1990s, GEKA introduced modular systems for over-the-counter products and pioneered synthetic fiber technology for cosmetic brushes. In 1996, the company inked a partnership with Toly USA. Since 2021, GEKA is part of the Swiss company medmix.
A key milestone for the company was the introduction of its molded mascara brushes in 2005 showcasing 1K and 2K molding technology. The company says that this set a new standard for precision and performance in mascara applications. The company also expanded to Brazil and Asia Pacific.
In 2019, GEKA launched what it claims is the world’s first online configurator for cosmetics packaging aimed at offering flexibility and personalization to customers.
Looking to the future
In terms of future plans, GEKA has put a strong focus on sustainability. As reported, the company has invested in advanced manufacturing, with its expanded facilities in Germany, the US and Brazil.