Geka Brush joins forces with Ancorotti Cosmetics

The partnership will be effective from today, 1st July, and hopes to merge the creativity of Ancorotti make-up with the technical innovation of Geka Brush.

Synergy of packaging and formulation​

Elisa Brandle from Ancorotti told Cosmetics Design: “Ancorotti Cosmetics and Geka Brush were already in contact for projects and we decided to create a partnership for innovation to exchange information, news and ideas on brushes and texture”.​

Geka Brush hopes to help Ancorotti, which currently specializes in mascaras but also produce eye shadows, eyeliners and concealers, to build a successful synergy between packaging, applicator and formulation as the company also moves into the manufacture of foundations and lip glosses.

However, both companies have said that mascara is the main focus for the partnership since “it is a technical product which requires a lot of expertise from both sides”.​

Pilar Gonzalez-Gomez from Geka Brush told Cosmetics Design that the engineers from Geka and formulators at Ancorotti had been working very closely together, but had just started the partnership and were mainly “in the creative phase”.​

Apart from the creative benefits, this partnership hopes to give both companies the benefit of “being even more flexible and speeding up time to market by simplifying the supply chain and decision making process of the brands.”​

Geka Brush was established in 1925, but has specialized in the manufacture of brushes for the cosmetics industry since the 1980s. The company currently has 30 fully automated brush manufacturing machines and produces more then 800 different types of brush for its clients. Specialising in mascara brushes, Geka counts Revlon, Max Factor, Rimmel and Clinique among its clients.

In contrast, Ancorotti is a relatively new cosmetics company, having been launched in August 2008, founded by Enrica Ancorotti.