A leading manufacturer of application and packaging solutions for the beauty industry, Geka is set to showcase its latest collection of cosmetics at the upcoming MakeUP event in Los Angeles. The ETHEREAL collection, produced at Geka's US facility, promises to captivate with its innovative designs and advanced formulations. Developed in partnership with Weckerle Cosmetics, this collection aims to celebrate individuality while fostering a sense of community among beauty enthusiasts. Highlights include a revolutionary mascara, high-gloss lip gloss, and an advanced brow styling wax, all designed to enhance and beautify effortlessly.

Discovering the Future of Beauty at MakeUP in Los Angeles 2025

In the heart of the bustling city of Los Angeles, on February 12-13, 2025, the Los Angeles Convention Center will host the prestigious MakeUP event. Here, Geka, a German-based company renowned for its cutting-edge beauty solutions, will present its latest creations. The ETHEREAL collection, crafted in collaboration with Weckerle Cosmetics, combines hot foil and shadow printing techniques with vibrant, energizing hues to produce a visually stunning effect. This collection is tailored for those who wish to express their unique style while embracing a sense of community.

Among the standout products is the boombasticBRUSH tubing mascara. This high-performance formula envelops each lash with plumping technology, offering dramatic volume and long-lasting wear. Notably, it can be easily removed with warm water. Additionally, Geka will introduce a curling mascara featuring the missCURL brush. This innovative product boasts smudge-proof and waterproof properties, enriched with conditioning ingredients like glycerin and widelash for enhanced durability and care.

The delightfulCHARMER lip gloss stands out for its vibrant color and comfortable, non-tacky finish. Its one-component flocked applicator ensures precise product distribution, enhancing the user experience. Complementing these innovations is the sweetSIN Brow Styling Wax, which uses Geka’s EOSfoam fiber technology in an asymmetric twisted wire brush. This next-generation solution lifts, sculpts, and sets brows for a natural, full look with perfect definition.

From a journalist's perspective, Geka's new ETHEREAL collection not only showcases remarkable advancements in beauty technology but also highlights the importance of sustainability and user comfort. By focusing on creating products that are both visually striking and easy to use, Geka sets a new standard in the cosmetics industry. This event promises to inspire beauty enthusiasts and professionals alike, encouraging them to embrace innovation and individuality in their daily routines.