The EMSA Group: Southern Africa’s Professional Beauty Powerhouse

Founded in 2017 by Jonathan Lieman, EMSA Distribution has rapidly evolved into the largest supplier of professional hair and beauty supplies in Southern Africa. We bridge the gap between global innovation and local excellence, providing a comprehensive "one-stop-shop" ecosystem for salons, spas, and stylists.

Through our specialized family of brands, we offer a 360-degree solution for the industry: from world-class furniture and high-tech equipment to premium consumables and internationally recognized nail brands. With major hubs in Cape Town, Johannesburg, and Durban, EMSA combines decades of industry heritage with a commitment to quality, service, and professional excellence.

Our Specialized Divisions:
  • Lime Light (JHB) & Beautiquip (DBN): Tailored salon solutions and furniture for professionals across Gauteng and KZN.
  • Hands Down (CPT): A leading wholesaler and dynamic specialist in hair and nail consumables since 1999.
  • Marica Products: Africa’s premier "one-stop-shop" for turnkey salon interiors, fittings, and equipment.
  • Depilève: The world’s #1 professional hair removal system, distributed in over 120 countries.
  • Sparkle Cosmetics: The official and sole South African distributor of global icons Gelish and Morgan Taylor.
  • Sarah Beauty & EMSA Online: Dedicated digital platforms providing 24/7 access to thousands of professional beauty products.
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