Visitors to MakeUp in Los Angeles will be able to explore the benefits of lift-up FIBER in person at the show, which is being held March 4-5 at the Los Angeles Convention Center.
GEKA experts will be available to demonstrate the solution at booth G42, and it will also be featured as part of the IT Award exhibition.
Designed to deliver a powerful mechanical lifting effect, lift-up FIBER features a solid round base with a tip split into four fine ends. This structure allows lashes to fall naturally into the gaps at the tip, lifting them while supporting even product pick-up. A porous fiber surface further improves bulk pick-up, helping to deliver visible results with control and consistency.
These developments reflect GEKA’s ongoing approach to applicator design, where geometry, surface structure, and brush architecture work together to maximize application performance. By combining deep technical knowledge with practical insight into formulation behavior and user needs, GEKA continues to set itself apart in the field of twisted brushes and mascara applicators.
“We are proud to be recognized among such a strong group of innovators,” said Huong Bister, Head of global R&D at GEKA. “This nomination reflects the dedication of our teams to pushing brush and fiber technology forward, always with application performance and user experience in mind.”
MakeUp in Los Angeles is one of the world’s leading beauty industry events, and will host the most innovative and successful skincare and make-up brands. It aims to spotlight the latest trends and foster unique collaborations in the beauty industry.
