Geka: already 100 years old!
The German company GEKA, now rightly considered one of the world leaders in the manufacture of mascara (which accounts for half of its business), celebrated two anniversaries last year: its 100th anniversary and the 10th anniversary of its Brazilian factory. The company employs 900 people across four production sites in Europe, North and South America, and Asia. Its international centre of excellence for mascara, the Mascara Academy, is based in Bechhofen, Germany, which is also its headquarters. We look back with Oliver Vogel, its CEO since 2022, on one of the most remarkable industrial success stories of recent years.
In 1925, a certain Georg Karl founded his own company in the heart of Germany’s brush-making industry.
With his wife Anna Karl, née Böckler, he started out by inserting bristles into broom heads on his parents-in-law’s farm in Waizendorf. He then delivered his brooms to local grocers by bicycle. Georg Karl quickly expanded his range to include twisted brushes.
He then hired home workers to attach the bristles with wire cut to the desired length using a machine and then cut them.
A second workshop was set up in 1935 and by 1938 the small company had built up a solid reputation as a manufacturer of brushes for machine shops and the chemical industry. It was even considered one of the most important suppliers to the arms industry, for which it produced cleaning brushes for firearms. At the same time, its nail varnish brushes were also a great success. So much so that they provided a salary for fourteen people working from home with their families. But at the end of the war, the company was ruined.
It was his son, Georg Karl Junior, who restarted the business by manufacturing wooden brush handles in a brand new carpentry workshop.
1957, ‘the’ meeting that would seal the future of mascara and Geka
In 1957, following a meeting in the United States with the makeup icon of the time, a ‘certain’ Helena Rubinstein, he began manufacturing the first mascara brushes. In 1970, the company changed its name to GEKA-Brush and, a year later, acquired the Victoria Friedrich Meier GmbH shaving brush factory in Nuremberg, enabling it to expand its in-house production of shaving brushes.
In the wake of this, the company secured its sales markets by founding GEKA Manufacturing Ltd. in the United Kingdom and GEKA Iberica SA in Spain.
In Waizendorf, two large production halls were built, completed in 1980 by another building in which the first mascara production machines were installed.
Since 2021, the company is part of medmix. The range of products manufactured is very diverse, ranging from brushes and applicators to packaging systems and turnkey solutions.
‘Today, we produce Cosmetic packaging for mascara and high-precision brushes and applicators,’ explains Oliver Vogel, “Further, our product portfolio comprimises solutions for eyebrow products, lip gloss, eyeliner, liquid eye shadow, liquid foundation, and concealer, as well as fully finished products. In addition, we design, develop, and source all types of beauty accessories such as cosmetic brushes, powder puffs, sponges, hair products, and massage items ».
Geka’s headquarters are still located in Bechhofen, Franconia. The Group’s largest production plant, which has been joined over the years by three other manufacturing sites around the world, is still based there. The site also serves as an operational hub. ‘This is where we make the key decisions that shape our strategy and our future as a global player,’ explains Oliver Vogel.
The pivotal years of the 1980s
It was in the 1980s that GEKA truly entered the computer age with a new management team consisting of Bernd Fellner, Georg Karl’s son-in-law, and Holger Fitjer, who was already responsible for introducing computer-controlled machines and the first CAD programme. In 1983, the company anticipated new market demands for flexibility, cost-effectiveness and customisation with a modular system for cosmetic packaging.
The single-source offering proved its worth and was continuously expanded. GEKA strengthened its market presence through partnerships with Aluplastic in Mexico, Toly in Europe and the United States, and Sinwa in Japan.
In the early 2000s, GEKA launched the first plastic mascara brush. Until today, GEKA is still holding the exclusivity of manufacturing bi-injected molded mascara brushes via its Moltrusion and Sandwich technology, which allow ...an up-leveled user-experience during the application and an improved makeup result.
This method combines two different plastics in a single machine. For brushes, it opens up new possibilities in terms of design, originality and filigree quality. The rigid core is produced first, then the soft elastomer used to shape the bristles is injected around it. With innovation in trends and technology, GEKA pushes the limits of cosmetic applicators. More than 600 packaging patents and 4,000 mascara brush designs are evidence of our experience. Over 600 packaging patents and 4,000 mascara brush designs are proof of the German Group’s level of expertise.
‘We hold the patents and exclusive technology for the manufacture of bi-injected brushes,’ emphasises Oliver Vogel, ‘thanks to our “SANDWICH” and “Moltrusion™” technologies. This makes us the strongest partner for moulded brushes in the liquid cosmetics industry.’
Moltrusion™, a strategic shift!
There is a little story behind the ‘Moltrusion™’ patent. GEKA launched this revolutionary innovation in 2005. Three years earlier, the company had met Georg Weihrauch, owner of Coronet Werke based in Wald-Michelbach in the Odenwald, about 200 kilometres from Waizendorf in Franconia. Based on his ideas, a team of specialists experimented with a brand new process for manufacturing plastic applicators for cosmetics. GEKA signed an exclusive agreement with Coronet in 2003 to supply brushes worldwide. They built pilot moulds to demonstrate the feasibility of manufacturing this type of plastic brush. The first samples impressed customers and, by the end of 2004, the entire planned production run had been sold. But that was not the end of the story. When Coronet had to file for bankruptcy in 2005, GEKA acquired the industrial property rights to the Moltrusion process. In addition to the production plant in Wald-Michelbach, it also took on the employees who manufactured the injection-moulded brushes.
Intellectual property, the key to success
‘We file an average of up to 30 patents per year,’ explains Oliver Vogel, "in different countries around the world. This represents a real advantage: exclusivity allows us to stand out in the market. To this end, we have a global internal and external support network for intellectual property services. In addition, on request, we can offer support in the areas of research, monitoring, analysis and registration of intellectual property."
Investments 2025/2026: all sites concerned
In 2025, GEKA more than doubled the size of its site in Brazil to meet market demand in Latin America, and Brazil in particular. This expansion has enabled the internalisation of warehousing operations, allowing both finished and semi-finished products to be stored on site.
The new building also increases capacity by 25% thanks to the installation of a new assembly line, an injection moulding machine (IM) and an injection blow moulding machine (IBM).
As for the Elgin plant in Illinois, USA, which currently houses two warehousing and production halls, the operation consisted of optimising its configuration to improve material flow and process efficiency. The reorganisation of the entire assembly area will significantly increase the site’s production capacity.
At the same Elgin site, two new hot stamping machines for decorating caps and bottles have been installed. Technology transfers from the headquarters in Bechhofen, Germany, include a screen printing machine capable of printing in two colours, with a capacity of up to 15 million units per year. The production of plastic mascara brushes, previously carried out exclusively at the headquarters in Bechhofen, will also be carried out at the Elgin plant.
In addition, the existing filling line will be automated and quality controls will be carried out locally with the installation of a GOM machine. This advanced measuring device will enable accurate and efficient quality controls to be carried out on site, speeding up the production process and ensuring that all products meet the high standards expected in the beauty industry before leaving the factory.
At the headquarters in Bechhofen, Germany, 2026 will be a year marked by significant technological advances and improvements in production capacity. The factory will see the introduction of new decoration machines, including embossing and screen printing machines.
‘In addition,’ says Oliver Vogel, "the Bechhofen factory will be equipped with additional IM and IBM machines. In order to further improve automated processes and operational efficiency, we will also install three new assembly machines. These machines are designed to perform complex assembly tasks with precision, which will significantly improve the production process."
The latest investment involves three new packaging robots, also in Bechhofen. These robots will automate a variety of tasks.
‘Our investments in 2025 demonstrate GEKA’s commitment to innovation and excellence,’ said Oliver Vogel, CEO of GEKA. ‘By expanding our facilities and improving our capabilities, we are positioning GEKA for sustainable growth and success in the beauty industry.’
KEY DATES
1925
Company founded by Georg Karl sen. in Bechhofen for the manufacture of brushes for various applications.
1960
Production of the first brushes for cosmetic applications and first experiments in the field of plastic moulding,
positioning GEKA as the market leader.
1970
GEKA increasingly focuses on plastic moulding and mascara.
1971
Acquisition of the VICTORIA business division.
1980
GEKA focuses on complete packaging and application systems for liquid colour cosmetics, as an expert in moulding and decoration.
1983
Introduction of the block construction system for our non-exclusive product range.
2005/2006
Start of manufacturing and supplying moulded mascara brushes (1K, 2K, MoltrusionTM).
2011
Start of full-service activities with our own filling line.
2008/2009
New production plant in Elgin, Chicago, and opening of a new sales office in Paris.
2012
3i and funds acquire a majority stake in GEKA.
2015
Establishment of GEKA do Brasil and GEKA Asia Pacific.
GEKA acquires OEKA Oehlhorn GmbH & Co. KG.
2016
SULZER acquires GEKA.
2019
Establishment of a cosmetics manufacturing unit at Sulzer Mixpac China in Shanghai and a filling service at GEKA Elgin in the United States, and launch of the world’s first online product configurator for cosmetic packaging.
2020/2021
Expansion of the headquarters in Bechhofen, Germany, with an additional 10,000 square metres.
2021
GEKA is owned by medmix .
2023
Pioneering in sustainable beauty with world‘s first launch of PCR fibre filaments for mascara and eyebrow application and introduction of patented sustainable Shadow Printing decoration technology
2024
Launching breakthrough material innovation: formulation and bulk compliant PCR-PP material for primary packaging.
Expanding its global footprint with strategic investments across its facilities in Brazil, the USA, and Germany.
2025
Celebration of its 100th anniversary and 10 years of GEKA do Brasil.
Expansion of the Cotia, Brasil site.
