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About

MANIFESTO

STYLISTS INSPIRE US

Topline for Import & Export is Egypt’s premier gateway to international beauty — a

vertically integrated cosmetics powerhouse with deep roots in the Egyptian market

and a growing international footprint spanning the UAE and the People’s Republic of

China.

Founded in October 2009 under the visionary leadership of Mr. Wahib Wadie Wahba, Topline has evolved

from a regional distributor into a multi-dimensional enterprise commanding one of the most extensive

cosmetics distribution networks in North Africa. Operating at the intersection of premium product curation,

logistics excellence, and retail innovation, Topline delivers world-class beauty solutions to over 9,200 points

of sale across Egypt and beyond — including all major hypermarket chains in every governorate.

Our logistics infrastructure is further strengthened through strategic warehousing partnerships with

Expeditors and DSV — two of the world’s leading freight and logistics companies — ensuring seamless,

scalable supply chain operations for our growing brand portfolio.

LAKMÉ IN 4 WORDS

VISION

VISION

Redefining Beauty-in the MENA Region To become the most trusted and admired beauty distribution and brand-building company in the Middle East and North Africa — a partner of choice for global beauty brands seeking market access and for discerning consumers demanding excellence.

MISSION

MISSION

Delivering Excellence.Building Partnerships. To source, represent, and distribute the world's finest cosmetics and beauty products with unwavering commitment to quality, integrity,and market expertise — empowering our partners, professionals, and consumers to look and feel their absolute best.

Our Core Values

Our Core Values

At Topline, our values are not aspirational statements — they are the operational principles that govern every partnership, every product decision, and every customer interaction. They define who we are and how we earn the trust of over 9,000 partners.

TRAINING

TRAINING

It’s what we bring to professionals around the world. Methodology and technique that make the difference.

Our Story

In 2009, a single conviction drove Topline's founding: that the Egyptian consumer and beauty professionaldeserved access to the same world-class products available to their counterparts in Milan, Madrid, and Seoul. What began as a focused import and distribution operation quickly scaled into a comprehensive beauty ecosystem.

Today, Topline operates an integrated supply chain stretching from European and Asian manufacturing

partners to the shelves of Egypt's most respected pharmacies, salons, and beauty retail outlets. The

company's own proprietary brands — including Professional Color Bella (Italy) and ACTITEZ hair

straightening systems (Korea) — demonstrate an ambition that extends beyond distribution into brand creation and ownership.

Topline's expansion into the UAE and China has further solidified its position as a regional trade bridge connecting Egyptian consumers to global beauty innovation, and introducing Egyptian market expertise to international partners seeking MENA market entry 

Why Partner with Topline

Choosing Topline as your Egyptian market partner means choosing a company that has spent 15+ years building the infrastructure, relationships, and expertise that transform great products into market-leading brands.

Why Partner with Topline