EMAG

What EMAG does

emmi EMAG AG is a German specialty technology manufacturer headquartered in Mörfelden-Walldorf, founded in 1999 by Bülent Emekci. The company develops and produces ultrasonic and UV-C LED-based devices across both industrial and consumer/professional end markets, with a current headcount of approximately 60 employees. Its proprietary technology platform spans piezoelectric ultrasonic transducers and UV-C LED sterilization, protected by more than 20 self-researched patents worldwide and supported by consecutive BSFZ R&D certifications awarded in 2024 and 2025.

The product portfolio is organized across multiple sub-brands targeting distinct verticals: emmi-NAIL (professional nail care), emmi-dent (dental hygiene), emmi-pet (pet care), emmi-skin (skincare), emmi-Air (air treatment), emmi-Steri UVC LED (sterilization), and Emmi-Ultraschall Luftbefeuchter (humidification). On the industrial side, EMAG designs custom ultrasonic cleaning systems with capacities up to 1,600 liters, supplied to named OEM customers including Siemens, Ferrari, and Ford. The company operates a physical retail showroom at its headquarters alongside dedicated e-commerce properties per sub-brand.

EMAG runs a dual B2B/B2C commercial model. Industrial revenue is generated via custom engineered ultrasonic systems sold to enterprise OEMs. Consumer and professional revenue is generated through direct-to-customer sales via owned e-commerce sites, the in-house showroom, and wholly-owned distribution subsidiaries in the Benelux, Poland, and Bulgaria. The privately held company has no disclosed external venture or private equity funding to date, and reinvestment appears funded internally.

Name

EMAG

Legal name

emmi EMAG AG

Website

https://emag-germany.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

emmi EMAG AG is a German specialty manufacturer of ultrasonic and UV-C LED technologies serving industrial clients (Siemens, Ferrari, Ford) and consumers across sub-brands in dental, skincare, pet, nail care, and hygiene segments.

Ownership category

akta.pro rank

Headquarters

HQ city

Mörfelden

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Ultrasonic Cleaning Devices (Home, Professional, Industrial): Sale of ultrasonic cleaning devices ranging from home-use units (brilliances, glasses, jewelry cleaning) to industrial-scale systems (up to 1600L capacity) for manufacturing, automotive, and medical sectors.
2. Nail Design Products (emmi-NAIL): UV curing lamps, nail accessories, and nail design products sold through emmi-nail.de online shop to professional nail studios and private consumers.
3. Oral Health Devices (emmi-dent): Micro-ultrasonic dental cleaning devices and associated consumables (special ultrasonic toothpaste) sold to consumers and dental practices.
4. Pet Dental Care (emmi-pet): Ultrasonic toothbrush devices for dogs and cats, sold directly to pet owners.
5. Skin Care Devices (emmi-skin): Micro-ultrasound skin care devices and collagen-containing creams for beauty and wellness applications.
6. Custom Industry Solutions: Individually designed ultrasonic cleaning systems for specific industrial applications, supplied to major manufacturers including Siemens and Ferrari.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

EMAG develops, manufactures, and distributes devices based on proprietary ultrasonic and ultraviolet (UV) technology. Its product range spans industrial ultrasonic cleaning systems (4.5L to 1600L capacity) for manufacturers and workshops, micro-ultrasonic dental care devices (emmi-dent), ultrasonic pet toothbrushes (emmi-pet), ultrasound-based skincare devices (emmi-skin), UV/LED nail curing lamps and accessories (emmi-nail), UVC LED sterilizers, ion air purifiers, and ultrasonic humidifiers. The company also engineers custom industrial ultrasonic cleaning solutions for clients such as Siemens and Ferrari.

Product overview

EMAG (emmi EMAG AG) is a global company specializing in research, development, manufacturing, and distribution of products based on ultrasonic and ultraviolet technology. The company operates across three main product areas: (1) emmi®NAIL for nail design and UV curing devices, (2) Ultraschall-Welt for ultrasonic cleaning devices and cleaning agents spanning from 4.5L to 1600L capacities for industrial, commercial, and consumer use, and (3) Health products including emmi®-dent (micro-ultrasonic dental cleaning), emmi®-pet (pet dental care), emmi®-skin (ultrasound-based skincare massage), emmi®-Steri UVC LED (sterilization), emmi®-Air (air purifiers), and ultrasonic air humidifiers. The company also offers custom ultrasonic solutions (Ultraschall nach Maß) for specialized industrial applications including laboratory, medical, workshop, and industrial uses. EMAG holds more than 20 internationally researched patents and has locations in Germany (headquarters), France, Switzerland, Benelux, Poland, and Bulgaria.

Differentiator

Problem solved

Functional benefit

Brands

• emmi®NAIL: Nail design, UV light curing devices and accessories for professional nail studios and private users
• ultraschall-welt
• emmi®-dent
• emmi®-pet
• emmi®-skin

Products and services

• Emmi-Dent Micro-Ultrasonic Dental Cleaning Device Patented micro-ultrasonic dental cleaning device that uses ultrasound directed into specialized ultrasonic toothpaste to create microscopic bubbles that implode, removing plaque, calculus, and bacteria without mechanical brushing. Sold to consumers and dental practices via emmi-dent.de.
• Emmi-Pet Ultrasonic Toothbrush for Dogs and Cats Silent and motion-free ultrasonic toothbrush for dogs and cats that works without pressure, helping prevent gum inflammation, bad breath, and periodontitis while removing existing tartar. Sold directly to pet owners via emmi-pet.de.
• Emmi-Skin Micro-Ultrasound Skin Care Device Micro-ultrasound skin treatment device that delivers collagen-containing cream deep into skin tissue through gentle ultrasound massage, stimulating natural collagen production and improving blood circulation. Used for facial and body treatment. Sold via emmi-skin.de.
• Emmi-NAIL UV/LED Curing Lamps and Nail Design Products UV and LED nail curing lamps, nail drills, and nail design accessories for professional nail studios and hobby nail designers. Sold via emmi-nail.de online shop.
• Ultraschall-Welt Ultrasonic Cleaning Devices (Universell, Kompakt, and Home Series) Ultrasonic cleaning devices and cleaning agents for cleaning small and large parts for industry, trade, and end consumers. Includes Universell and Kompakt industrial/commercial series and Home series for private consumers, with capacities from 4.5 to 1600 liters.
• Custom Industrial Ultrasonic Systems (Ultraschall nach Maß) Custom-designed ultrasonic cleaning solutions with individual tank volumes, available for laboratory, medical, workshop, and industrial applications. Systems consist of at least two sequentially connected tanks, each with its own control and generator unit, with optional timer and electronically controlled heating (20–80°C) and continuously adjustable ultrasonic power (40–100%).
• Emmi-Steri UVC LED Sterilizer UVC LED sterilization device for sanitization applications.
• Emmi-Air Ion Air Purifier Ion air purifier device for air cleaning applications.
• Emmi Ultrasonic Air Humidifier Ultrasonic air humidifier device using ultrasonic technology.

Quantifiable outcome

• Ultrasonic dental cleaning removes plaque, calculus, and bacteria through bubble implosion without mechanical brushing
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered flagship, minor and core.

• SiemensflagshipStrategic or Co-development Partner · 1 January 2020EMAG manufactures custom industrial ultrasonic cleaning systems in series for Siemens, used in Siemens' manufacturing operations. This is a flagship reference customer demonstrating EMAG's ability to serve the most demanding industrial clients with large-scale, custom-configured ultrasonic systems.
• FerrariflagshipStrategic or Co-development Partner · 1 January 2020EMAG manufactures custom industrial ultrasonic cleaning systems in series for Ferrari's industrial manufacturing processes. Like Siemens, this is a flagship reference demonstrating EMAG's premium industrial capabilities and custom system design expertise.
• SCHUFA Holding AGminorOthersSCHUFA is used for identity and creditworthiness checks when EMAG extends credit terms to B2B customers. Credit data is used for payment default risk assessment under GDPR Article 22.
• Creditreform Boniversum GmbHminorOthersCreditreform Boniversum provides creditworthiness information for B2B customers. Used alongside SCHUFA for credit evaluation when EMAG extends credit terms.
• Google LLCcoreTechnology or IntegrationGoogle provides web analytics (Google Analytics/Universal Analytics), reCAPTCHA for bot protection, YouTube video embedding, and Google AdWords remarketing services. Google Analytics is used for website traffic analysis with IP anonymization.
• PayPal (BillSAFE)minorChannel Partner/ Reseller/ DistributorPayPal's BillSAFE service (invoice purchase) is offered as a payment option in the online shop. PayPal performs identity and credit checks via third-party credit agencies for invoice payment approval.
• Meta Platforms, Inc. (Facebook/Instagram)coreGTM or Marketing PartnerMeta's advertising platforms (Facebook, Instagram) are used for marketing and retargeting campaigns. EMAG's website integrates Meta's tracking pixels and advertising cookies for audience targeting and performance measurement.
• CloudflarecoreTechnology or IntegrationCloudflare provides DDoS protection, bot detection (Turnstile), and content delivery network (CDN) services for the emag-germany.de website via its cf.turnstile.u cookie and infrastructure.
• AdRoll (NextRoll)minorGTM or Marketing PartnerAdRoll is used for cross-site retargeting advertising. A cookie-based pseudonym cookieID is set automatically when visitors browse the website, enabling interest-based advertising across the AdRoll partner network.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bandelin electronic GmbH & Co. KG: German manufacturer of ultrasonic cleaning devices for laboratory, medical, dental, and industrial applications. Closely comparable to EMAG's ultraschall-welt product line in technology, geography, and target customers.
• Telsonic AG: Swiss ultrasonic technology specialist offering industrial ultrasonic cleaning, welding, and processing systems. Comparable to EMAG in European industrial ultrasonic technology, with overlapping capabilities in custom-engineered systems.
• Crest Ultrasonics Corp. US-based manufacturer of industrial ultrasonic cleaning equipment serving precision manufacturing, aerospace, and medical device industries. Comparable to EMAG's industrial cleaning product line, particularly for high-specification applications.
• Elma Schmidbauer GmbH & Co. KG: German ultrasonic cleaning equipment manufacturer with industrial, laboratory, and consumer product lines. Direct overlap with EMAG's industrial ultrasonic cleaning systems and custom-engineered ultrasonic solutions.

Broad incumbents

• Water Pik, Inc. US-based consumer oral care company known for water flossers and other at-home dental devices. Adjacent competitor to EMAG's emmi-dent in the consumer oral hygiene device market.
• Dyson Ltd. Global premium consumer electronics company with a strong air purifier and humidifier lineup. Competes with EMAG's emmi-Air Ionen Luftreiniger and Emmi-Ultraschall Luftbefeuchter in the consumer air quality category.
• Branson Ultrasonics (Emerson Electric): Global industrial ultrasonic cleaning and plastics welding business owned by Emerson Electric. Competes with EMAG's industrial systems in manufacturing environments but as part of Emerson's broader industrial automation portfolio.
• Philips Sonicare (Royal Philips): Market-leading sonic/ultrasonic consumer dental care brand owned by Royal Philips. Competes with EMAG's emmi-dent in the consumer ultrasonic dental cleaning category, with substantially larger scale and global distribution.
• Omron Healthcare: Global medical device company with consumer health and wellness products including ultrasonic nebulizers and therapy devices. Comparable to EMAG in using electrotherapeutic/ultrasonic technology for consumer medical applications.
• Koninklijke Philips N.V. Global health technology company with consumer wellness, personal care, and medical device divisions. Competes broadly with EMAG's medical/wellness device portfolio (dental, skin, sterilization) as part of a much larger diversified business.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EMAGGermany
• LinkedInlinkedin.com/company/emag-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EMAG