German Beauty Tech Company Geske Launches in the U.S.
German beauty tech company Geske is coming to the U.S.
The company has around 250 beauty technology stock keeping units ranging from $9 to $90 that come in 11 signature colors. Products include facial massagers, microcurrent devices, LED light masks and cleansing brushes. For its U.S. rollout, Geske will be available direct-to-consumer, as well as on Amazon, Shein and Urban Outfitters. The brand will be launching products in batches across these platforms.
More from WWD
David Yurman Partners With SCAD for a Tech-forward Holiday Campaign
Sephora to Open Third U.K. Location Next Summer in Manchester
While the brand has been rolling out globally over the past week, and is now available in 131 countries, it enters the U.S. Thursday, and has made a name for itself over the last couple of years with its app. Using AI technology, the platform, which is available in 45 languages, scans a user’s face and recommends a customized beauty routine featuring Geske tools.
The brand cites North America as a key market.
“The North American market is very important for our company and we know that the U.S. market audience is very experienced at beauty tech, so that makes it easy for the end consumer to understand our brand,” said Patricia Sabando, director of global sales at Geske. “Here in Europe, we can see that more education is necessary.”
As the brand launches into a saturated beauty tech market, the price is expected to be a key differentiator. For example, popular microcurrent devices on the market cost upward of $340, while Geske’s offerings start at $40.
“We are looking at a broad audience because we see that our brand…should be accessible to everybody,” Sabando said.
According to the brand, additional major retail launches are planned for 2024, though they declined to share specific details. Additionally, the team declined to share expected sales projections for its U.S. launch, but Sabando said the brand has invested $130 million into the app and product development over the last few years.
