At the latest edition of MakeUp in New York, Geka put the eyes under the spotlights with its “All eyes on US” new collection featuring three mascara brushes and an elegant lip gloss applicator. Geka is also strengthening its positions in North America with new investments at the Chicago manufacturing site to produce standard packs in addition to customized products by the beginning of next year.
Three new mascara brushes
The “All eyes on US” collection comprises three new mascara brushes.
- The catwalkLASHES brush delivers mega-volume to the lashes from root to tip. The brush is helix shaped with a mix of bristles and discs, providing an open surface for formula while catching every lash. “The result: dramatically alluring eyes,” claims Geka.
- The finely curved moulded missCURL brush lifts lashes into a sweeping upward curve. According to Geka, combined with a creamy textured bulk, the brush makes the application easy, “giving lashes a panoramic volume.”
- Last but not least, the smoothSTYLER brush combines two Geka’s technology - the HYPNO-cut technology, for optimal mascara distribution and increased volume, and the SEPA technology for perfect lash separation - as well as an innovative two-component fiber for additional volume.
In addition to the three mascara brushes, the “All eyes on US” collection also features an eyebrows brush for a “flawless look”.
The miniPERFECTOR is an easygoing brow tamer, which combs and defines brows with one stroke, while the clear gel keeps them in place all day.
To complete a line almost fully dedicated to eyes, Geka has showcased gentleLIPS a super-flocked precise and smooth applicator. “The luscious, matte formula gives lips a perfect pout in saturated matte red. All encased in our new stock lip gloss packaging,” says Geka.