THE WHAT? Medmix’s Geka has unveiled its latest innovation, billed as the first ever post-consumer recycled (PCR) fiber filaments for mascara and eyebrow brushes.

THE DETAILS The launch was showcased alongside the packaging firm’s new range of sustainable brushes at Cosmoprof in March. Brushes in the new range feature 65% recycled polyethylene terephthalate (PET) or polybutylene terephthalate (PBT) – increasing their sustainability. All products in the range are vegan friendly and can be used for eyelash and eyebrow treatments.

THE WHY? Huong Bister, Head of Global R&D of Geka, explains, “We are excited to bring this new improved sustainability innovation to market. Not only do we believe in developing ground-breaking, technically advanced beauty solutions, but we also feel strongly about protecting the beauty of our planet. This new pioneering range of brushes helps our customers and users do the same.”