What began a century ago as a small brush factory in Bechhofen has grown into an internationally acclaimed company in the beauty sector. GEKA proudly reflects on 100 years of tradition and innovation, ongoing development and a unique product range that continually sets new industry standards.

In 1925, Georg Karl founded his own company in the heart of Germany’s brush manufacturing stronghold, laying the foundation for our success today. GEKA’s headquarters remain in Bechhofen, Franconia, where tradition meets cutting-edge processes. The largest production facility, now complemented by three additional manufacturing sites worldwide, is still based here. This location also serves as the hub for central operations and is where we make key decisions that shape our strategy and future as a global player.

Since 2021, they have been part of the medmix family, with GEKA representing the beauty sector alongside QiaoYi. Our diverse product portfolio ranges from brushes and applicators to packaging systems and ready-to-sell turnkey solutions. GEKA develops products and solutions for mascaras, eyebrow applicators, lip gloss, eyeliners, liquid eyeshadows, skincare and concealers. In the accessories segment, we offer a wide selection of cosmetic brushes, sponges, hair products and massage devices, always focussing on the latest trends. Our customers are as varied as our products—from small startups to industry giants, we provide guidance and support to help a wide variety of brands enhance and expand their product lines.

Join us in celebrating this special anniversary! Visit our website for more information and follow us on social media to stay updated. We look forward to continuing our strong relationships with customers and partners—here’s to the next 100 successful years in GEKA’s history!

1925
Foundation by Georg Karl senior in Germany. Manufacture of household paintbrushes and brushes.

1957
Production of the first mascara with a twisted brush with Helena Rubenstein.

1974
Expansion of the production facility in Waizendorf with the addition of a new molding facility.

2005
Production of the first molded brush for mascaras (1K, 2K and Moltrusion).

2007
Manufacture of molded brushes using our own sandwich technology developed in-house.

2011
Start filling line in Waizendorf.

2025
GEKA celebrates its 100th anniversary.