Beauty tech as "a transformative tool": what's next for GESKE German Beauty?

By Kirsty Doolan

- Last updated on GMT

The brand has a portfolio of 250 products & 150+ specialised proprietary technologies, with all devices priced under £100 in a bid to make personalised skincare more democratic
The brand has a portfolio of 250 products & 150+ specialised proprietary technologies, with all devices priced under £100 in a bid to make personalised skincare more democratic

Related tags Technology beauty tech digital personalised beauty beauty 4.0 Innovation AI

We spoke to GESKE German Beauty’s tech brand director to learn more about what’s been happening with the visionary business since it exploded into the global beauty industry six months ago to offer “customisable beauty tech for everyone.”

Tech-led beauty brand GESKE German Beauty launched onto the global beauty market in December 2023 with its impressively large SmartAppGuided™ skin care range, which features 250 clinically tested and innovative skincare devices.

The brand uses AI technology to create personalised skincare routines tailored to the user’s specific skin needs via a free app that’s paired with beauty devices.

All of its devices have been awarded the Dermatest seal of approval, which, according to the brand, is “the most authoritative scientific label for independently tested products that come into contact with the skin.”

GESKE's tech brand director Ekaterina Cherne shares more about the brand's backstory, as well as its future plans...

CosmeticsDesign-Europe (CDE): Can you tell us more about GESKE and what the brand stands for?

Ekaterina Cherne (EC): ​Skin care reimagined: GESKE German Beauty Tech develops customisable beauty tech for everyone. We're a global brand focused on merging German engineering with proven skin care expertise driven by advanced AI technology. Dedicated to crafting accessible, app-guided multifunctional devices and products that offer tech-led solutions in a wide range of shades, our devices help users curate personalised skin care routines catered to their skin's needs. All GESKE devices are developed, tested and approved by dermatologists.

With a portfolio of over 250 products and 150+ specialised proprietary technologies, our wide range of beauty devices are all priced under £100.

This supports our greater vision of 'Skin care Reimagined,' offering a holistic yet affordable range that democratises and redefines skin care.

All GESKE devices can be used alongside the award-winning GESKE German Beauty Tech app. Our app uses an algorithm to offer personalised product recommendations and create individual beauty routines. It includes 56,565 individual video tutorials, developed in partnership with leading dermatologists, ensuring that users achieve expert results from the comfort of their home.

Our devices are for anyone over the age of 14 looking to upgrade their at-home skin care routine. The collection is suitable for all skin types, and collectively addresses existing skin concerns, while also working effectively towards the user’s skin goals.

CDE: What are your future goals for the business?

EC:​ Our commitment to innovation and offering a holistic yet affordable range that democratises and redefines skin care is ongoing, with continued investments in the advancement of our technologies.

Exciting developments lie ahead with plans for extensive expansion of our already broad product range to whole new categories, including the launch of "GESKE Health Tech." We can't wait to share more about what's to come!

In addition to continued innovation, we are also dedicated to driving global expansion and strengthening our position in every market. In just six months, GESKE's skincare innovations have taken the world by storm.

As a result, we are now the most awarded beauty company, having received many prestigious awards including ELLE's Number 1 Beauty Innovation, a CES Innovation Award, and the award for Best Facial Cleansing Device in Cosmopolitan UK's recent Summer Beauty Awards, to name a few.

We are now retailing with phenomenal success in over 67 countries across six continents. 

CDE: Why did your founder decide to start the business?

EC:  ​GESKE German Beauty Tech was established to make effective skin care solutions accessible to all. Our passion is fuelled by years of experience in consumer technology, German engineering, dermatological expertise, and the power of AI. 

We recognised that modern skin care is undergoing a transformation-today's beauty routine is increasingly individualised, personalised, and AI-powered, focusing on emphasising natural beauty. This shift inspired us to tap into the need for advanced skin care solutions that cater to these demands. 

We saw an opportunity to democratise beauty, making it accessible to all with affordable beauty tech devices, along with a collection of cosmetic formulas specially developed to pair with these devices, allowing for an optimal skin care experience and waste reduction.

For example, the face masks designed to be used with the user's chosen smart mask save over 95% on plastic compared to single-use mask packaging, positively impacting both your finances and the environment.

With these insights, we ensure that everyone can achieve their skin care goals without compromising on quality or effectiveness. 

CDE:  What kind of challenges have you faced getting this far?

EC:​ Our challenge was to create a solution that combined the best of dermatological technology, artificial intelligence, and the highest principles of design at price points that everyone would appreciate.

By combining consumer tech products and extensive dermatological insights, GESKE German Beauty Tech is on a revolutionary journey to reshape skin care, striving for extraordinary breakthroughs that go beyond mere product enhancements.  

Countless hours of complex machine learning algorithms and ground-breaking AI programming were invested in the creation of our AI ingenuity for skin care success. This beauty revolution took over 100 software developers more than four years of dedicated work to develop and even more video editors to create 56,565 individual videos for our app.

As a result of increasing demand and expansion, we have also had to increase our production capacities. This challenge has been in the works for some time now, but our new state-of-the-art Beauty Tech Factory with an additional production capacity of 30,000,000 units a year is officially open for business!

With this milestone, we assure our customers the highest quality and fastest deliveries with an unmatched 15-year guarantee in addition to the local warranty for all our products.

CDE: How have you beendisrupting the beauty and personal care industry?

EC:​ We are revolutionising the industry with the first affordable, holistic range of skin care solutions and our award-winning GESKE beauty app for a completely customised experience. We offer our customers the ultimate skin care destination to answer all of their skin care needs!

For those who feel overwhelmed by the mass of information on the subject of skin care and seek professional advice as well as ways to integrate proven effective treatments into their daily routine at home, GESKE German Beauty Tech and our dedicated app offer the perfect solution.

With the largest investment ever made in the beauty tech industry, we are dedicated to making professional high-tech devices accessible to all beauty enthusiasts at home. Over €170.000.000 went into the development of our devices and we are constantly investing more funds!

CDE: What trends are you seeing for the future of beauty tech?

EC:​ In recent years, we've noticed a shift towards trends on customisation, personalisation, and a celebration of natural beauty. These trends have gained popularity among consumers seeking to embrace their individuality and enhance their unique features. The GESKE universe resonates with this demand for personalised experiences, empowering consumers to make informed choices that reflect their preferences and values.

We envision technology as the driving force shaping the future of the beauty industry. At GESKE, we see it as a transformative tool, not just for enhancing products but for revolutionising the entire beauty experience.

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