GEKA GmbH recently delivered a virtual press conference to detail is ongoing business developments amid the challenges of a global pandemic. The presentation was led by Florent Lafond, GEKA’s CEO.
 
The expansion of GEKA’s headquarters in Bechhofen, Germany, was chief among the highlights. By January 2021, GEKA’s existing 12,000 square meter headquarters will grow by an additional 10,000 square meters. The new spaces are dedicated to production halls, warehousing, offices and social spaces, effectively consolidating its Bamberg, Königshofen and Bechhofen business operations under one roof. The goals of the expansion are to in-source decoration operations and improve automation, communication and lead times, while streamlining organizational synergies.
 
GEKA also spotlighted some of its new precision mascara innovations, headlined by the debut of its flexible “Polymorph Mascara” solution for elegant, time-sensitive applications. It’s portfolio of brushes was also expanded in October with the addition of the two-component “pureDefinition” bi-injected brush.
 
Sustainability was another key area of focus. In June 2020, the company launched Reborn, its sustainable beauty collection comprised of recycled materials PCR-PP scraps (like yogurt cups and detergent bottles) and/or bio-based alternatives such as GEKA`s exclusive EOSgreen and EOSgreendelta fibers, which are derived from sugar cane and the castor oil plant.
 
Noting its commitment to implementing data-based sustainability measures company-wide, Lafond says GEKA signed up for the SBTi (science-based-initiative) in July to underscore its dedication to the cause. In September 2020, GEKA GmbH received the Platinum award by the EcoVadis business sustainability rating provider, placing GEKA among the top 1% of companies assessed worldwide.
 
Lafond also expressed the company’s goal of being recognized as a total solutions provider focused on digitalization, innovation and development. In July 2020, GEKA launched new product categories available with 3D configuration via its online product configurator, which speeds up the tailor-made creation of hair, eye, lip and facial makeup products online.
 
“Adapted to their brand and requirements in terms of aesthetics, functionality and makeup performance, this tool will help beauty brands to generate the ideal product,” Lafond explains. “By combining packaging or application expertise and digital know-how, GEKA is able to offer an efficient solution for product development thus reducing lengthy and expensive processes.”