GEKA will attend this year’s MakeUp in Paris exhibition to share its latest application solutions for liquid cosmetics with the industry. A standout highlight in the event’s product showcase area will be the pureDEFINITION mascara brush. The applicator, described as ‘perfect’ by the show’s expert jury, has won GEKA an IT PRODUCTS award for innovation.

The pureDEFINITION mascara brush is a new design created using GEKA’s bi injecting Sandwich technology. Many molded mascara applicators are made from only one plastic, meaning the bristles are hard and too harsh for sensitive eyes. GEKA’s Sandwich technology combats this issue. Here, a bi-injection process manufactures the brush from two different plastics, allowing the applicator to have both a hard core and soft bristles.

This combination creates a brush that curls, lengthens and separates lashes while remaining gentle to the eyes.

Its alternate rows of conical
bristles and slim wedge-shaped discs deliver the optimum amount of product for beautifully lengthened and defined lashes.

Frédéric Duquet, Head of R&D and innovation at GEKA says:

“We are delighted that another one of our high-precision beauty applicator solutions has won a prestigious IT PRODUCTS award. Our mission was to develop an applicator that delivers high-impact yet effortless results, even for the thinnest and shortest lashes. It is really rewarding for this to be recognized by industry experts. We can’t wait to meet everyone at MakeUp in Paris to talk about our products and learn about all the fantastic developments in the beauty industry.”

MakeUp in is a series of international industry events, bringing global beauty brands across all segments together. Following a successful trip to MakeUp in Shanghai where GEKA won an IT PRODUCTS award for its micro bristle fusionAPPLICATOR, GEKA will be at MakeUp in Paris. Find out more about the company’s award-winning, advanced beauty applicators by talking to GEKA’s experts at booth J22.