Source: Corriere della Sera, Economy section – article by Enrica Roddolo
“Teen beauty is driving business. But this is also the right moment to enhance the long-standing expertise in physiotherapy and aesthetic equipment that lies at the origin of our family company—and to acquire other family-run businesses.”
Claudio d’Emilio leads Euracom together with his brother Maurizio. The historic Milan-based company operates across both beauty equipment and cosmetic products.
“In recent months we have completed the acquisition of new brands for distribution, such as Ciroa, an Australian skincare brand for very young consumers with competitive pricing. It is already distributed by five major retail chains in Italy, from OVS to Rinascente,” explains d’Emilio. “Another new brand whose distribution we have acquired is Dr. Grandel, a German skincare brand.”
The company was founded in 1938 by “Grandfather Mario—an exuberant, eclectic and dynamic man who, during a period of high inflation, began making several acquisitions in very different sectors. He was a close friend of Herr Braun, the founder of the electrical equipment company Braun, and even helped him find the supplier for the blade of his electric razor,” d’Emilio recounts.
Mario founded Elettromedica, at a time when Italy was considered “the China of Europe,” with Lombardy producing equipment for German companies. Then, during Italy’s economic boom in 1958, Claudio’s father Giorgio, together with his brother Guido, joined their father Mario in the business.
In the 1990s, Euracom rode the wave of the tanning lamp boom. “We covered that market for years with the Dutch brand Alisan. It was also at that time that we began distributing beauty brands in Italy, starting with Australian Gold. Others followed, including Repêchage, founded by Lydia Sarfatti, Rosalique, and Baija.”
Giorgio d’Emilio, now 90 years old and long-time president of Fapib (the Italian National Association of Producers and Suppliers of Beauty and Wellness Technologies), still serves as chairman alongside his sons, who share the CEO role.
Meanwhile, Euracom has continued to grow through the acquisition of other family-run businesses.
“A year ago we acquired Novi Deste 2, our long-standing distributor in Emilia-Romagna, and today we reach a turnover of €12 million,” says d’Emilio, who leads the company together with his brother Maurizio. The family group now employs around 30 people and has its own sales network.
Maurizio focuses primarily on commercial activities, while Claudio—after studying economics at Università Cattolica and gaining experience in London—oversees financial matters.
Euracom today is not only about cosmetics. In a sense, the company has returned to its origins: machinery. Not only beauty equipment but also physiotherapy devices. The company has relaunched the aesthetic equipment segment, which is deeply rooted in its DNA, through Starvac, a French company with which it also sponsored Igor Novara, one of the most prominent teams in Italian women’s volleyball.
Throughout 2026, Starvac will support the athletes with physical treatment and muscle recovery solutions.
“But our real pride is Raysistant,” concludes d’Emilio, “a make-up brand developed together with Australian Gold. Following discussions with our overseas partner, in 2020 we launched the first Raysistant line, produced by Euracom in Lombardy’s beauty district.”
