In an exciting move for the cosmetics industry, GEKA, a pioneer in high-precision beauty application solutions, will showcase its latest collection at the prestigious MakeUP event in Los Angeles. The ETHEREAL line, featuring advanced mascara, lip gloss, and brow styling products, will debut at the Los Angeles Convention Center on February 12-13, 2025. Attendees can visit stand J31 to experience firsthand the cutting-edge applicator technology and innovative formulations that highlight this new range. This collection, produced in the United States, emphasizes vibrant colors and sustainable design, aiming to captivate beauty enthusiasts who value both individuality and community spirit.

The ETHEREAL collection, which exudes vitality and wellness, is crafted with meticulous attention to detail. Combining hot foil and shadow printing techniques, the packaging showcases a striking visual appeal. Developed in partnership with Weckerle Cosmetics, the range is designed for consumers who seek to express their unique style while fostering a sense of unity within the beauty community. The boombasticBRUSH tubing mascara stands out as a key product, offering an innovative lash-plumping formula that delivers full-bodied volume and long-lasting wear. Its easy removal with warm water adds convenience to the user experience.

Another notable addition is the curling mascara, featuring GEKA’s missCURL brush. This product combines smudge-proof and waterproof properties with conditioning ingredients like glycerin and widelash, promoting lash health while delivering a lasting curl. Available in both standard and travel sizes, it caters to various consumer needs. In addition, the delightfulCHARMER lip gloss provides vibrant color and a comfortable finish without being sticky. Its one-component flocked applicator ensures precise application, making it a standout choice for makeup enthusiasts.

The sweetSIN Brow Styling Wax further complements the collection by offering a next-generation solution for achieving perfectly sculpted brows. The asymmetric twisted wire brush, enhanced with GEKA’s EOSfoam fiber technology, provides impeccable definition and separation, ensuring a natural yet full look. Beyond its product innovations, GEKA continues to revolutionize beauty packaging and applicator solutions through its comprehensive end-to-end services. From design and formulation development to lab testing and finishing, the company ensures each product meets the highest performance standards.

MakeUP in Los Angeles serves as a pivotal platform for professionals in the beauty industry, providing exclusive insights into emerging trends and innovations. GEKA invites visitors to explore its newest offerings at stand J31, engage with product experts, and discover how its advanced applicator and packaging solutions can elevate beauty brands. This event promises to be an inspiring journey into the future of beauty innovation.