GEKA and QIAOYI: MEDMIX BEAUTY’s Strengths

“In 2026,” explains Jennifer Dean*, who was appointed last March to lead Medmix’s Beauty division—which includes the GEKA and QIAOYI brands—“GEKA continued to invest in manufacturing excellence, automation, and sustainable innovation. Next year, GEKA will focus on further automation and the industrialization of new sustainable packaging platforms.” Medmix Beauty employs approximately 1,300 people worldwide and generated revenue of approximately 150 million Swiss francs in 2025. Here’s why…

GEKA is now one of the world’s leading manufacturers of beauty product application systems and packaging for liquid cosmetics, particularly in the makeup sector. Founded in 1925, GEKA has been part of medmix since the latter’s inception in 2021. It is worth noting that following the 2023 acquisition of Qiaoyi—a Chinese beauty products company founded in 1999—medmix further strengthened its offering in this sector by adding lipsticks, compact powders, sticks, and roll-ons to its portfolio.
Today, GEKA operates three production facilities located in Germany (Bechhofen), the United States (Elgin, Illinois), and Brazil (Cotia), and has sales offices in Paris, New York, and Shanghai. As for Qiaoyi, it has a production facility in China (Shantou).
“GEKA offers a comprehensive portfolio for the beauty industry,” explains Jennifer Dean, “covering four main areas: Investments for 2025/2026/2027: all relevant sites
• Packaging and applicators for mascara, including twisted-wire brushes, molded brushes, and fiber-based technologies.
• Packaging solutions for lip and face products, including lip glosses, concealers, liquid lipsticks, eyebrow products, and skincare.
• Fully finished products, combining packaging, applicators, and formula filling services.
• Beauty accessories, including cosmetic brushes, applicators, sponges, and beauty tools. In addition, GEKA develops custom packaging concepts and application systems in collaboration with global beauty brands.”

Investments for 2025, 2026, and 2027: All Affected Sites

In 2025, GEKA more than doubled the size of its facility in Brazil to meet market demand in Latin America, and in Brazil in particular. This expansion enabled the company to bring its warehousing operations in-house, making it possible to store finished and semi-finished products on-site.
The new building increased production capacity by 25% through the installation of a new assembly line, an injection molding (IM) machine, and an injection-blow molding (IBM) machine.
As for the Elgin plant in Illinois (United States), which currently houses two warehousing and production halls, the project involved optimizing its layout to improve material flow and process efficiency. The reorganization of the entire assembly area will significantly increase the site’s production capacity.
At this same Elgin site, two new hot-stamping machines for decorating caps and bottles have been installed. Among the technology transfers from the headquarters in Bechhofen, Germany, is a screen-printing machine capable of printing in two colors, with a capacity of up to 15 million units per year. The production of plastic mascara brushes, previously carried out exclusively at the Bechhofen headquarters, now also takes place at the Elgin plant.
In addition, the existing filling line has been automated, and quality control is now performed on-site thanks to the installation of a GOM device. This measuring device enables precise and efficient on-site quality control, which speeds up the production process and ensures that all products meet the standards expected in the beauty industry before leaving the factory.
At the Bechhofen headquarters in Germany, the year 2026 will be marked by significant technological advances and improvements in production capacity. In particular, the plant benefited from the commissioning of new decoration machines, including embossing and screen-printing machines.
The plant was also equipped with additional IM and IBM machines. Three new assembly machines were added. Of particular note is the installation of three new packaging robots.
Overall, the main areas of investment in 2026 focused on expanding decoration technologies across all sites, increasing molding capacity, and implementing automated assembly solutions and packaging automation.

The Arrival of “Symbiosis”

“For 2027,” explains Jennifer Dean, “GEKA is focusing on further automation and the industrialization of new sustainable packaging platforms. Of particular note is the development of our ‘Symbiosis’ innovation, designed to improve recyclability and meet the future requirements of the circular economy. We previewed this high-end innovation concept at the Luxepack trade show in Monaco, and we will launch the full product line at the Cosmopack trade show in Bologna in 2027. Additional investments are planned to expand production capacity and support upcoming product launches.”
Sustainability is deeply embedded in our corporate strategy and innovation processes. Since 2019, eco-design principles have been integrated into product development to ensure that regulatory requirements and sustainability goals are taken into account from the earliest stages of design. We published our annual sustainability report in July 2026. »
In this area, GEKA offers a wide range of solutions, including packaging made from 100% post-consumer recycled (PCR) materials, commercially available PCR fiber filaments for makeup brushes, PCR PP materials suitable for primary cosmetic packaging, as well as FSC-certified and recycled materials within its line of accessories. Another example is the “Shadow Printing” decoration technology, which reduces CO₂ emissions by up to 26% compared to conventional matte lacquering, while eliminating the need for additional films or inks. In September, the company surpassed the milestone of 10 million pieces printed using this “Shadow Printing” technique, which is operational at its three GEKA plants.
“Beyond these products,” explains Jennifer Dean, “GEKA has achieved significant milestones in operational sustainability, including a 63% reduction in Scope 1 and 2 emissions since 2019, the use of 100% renewable electricity at all production sites since 2025, and a net-zero emissions target by 2050 validated by the Science Based Targets (SBTi). The company has also earned EcoVadis Gold certification and conducts its operations with a strong emphasis on the principles of the circular economy and waste reduction.”

SYMBIOSIS: THE RESULT OF A PARTNERSHIP BETWEEN GEKA AND AXILONE

The principles that led to this new concept between GEKA GmbH and Axilone.
• High-end packaging concept.
• Luxurious appearance and tactile sensations
• Tactile packaging design that enhances the user experience
• Transparent embossed windows offer a sensory experience to end consumers
• Highlighting the product’s composition to facilitate the purchase decision at the point of sale
• Tactile sensations associated with high-end aluminum material, giving the product a luxurious look
• Multiple finish combinations for a unique look and feel
How does it work? A transparent inner bottle made using injection-blow molding showcases the formula and provides a high-quality tactile sensation, combined with a luxurious aluminum outer shell. The components are assembled during the injection-blow molding process.
• A wide range of textures and surface effects
• An infinite variety of color, finish, and decoration combinations.
• Options for clear or colored inner bottles
• Decoration options including flat, raised, or recessed designs
• Shell finishes including matte, glossy, or brushed

* Jennifer Dean played a key role in the development of these two brands while serving as Chief Financial Officer of medmix, a position she had held since the company’s initial public offering in 2021.
In her new role, Jennifer Dean is responsible for developing and refining the Beauty division’s portfolio and product strategy, with a focus on accelerating the growth of the company’s brands and strengthening its market position.