A Divine Story


Divine's Story, The Founders

It was 46 years ago that Jean Kuilman, a sales rep for Femista, realized that the hairdressers in Johannesburg and the Witwatersrand were not getting the type of service they deserved. She saw this as an opportunity and started forming ideas of how to give them this service. This was when she started Divine Sales.

The hallmark of our organisation is our uncompromising drive for service excellence, this was a legacy left by Wim and Jean. Divine Sales continues this standard, with pride!

Divine Milestones

  • December 1972

    Hello World

    Divine Sales opened their doors for the first time and our association with Antiseptol and Dr Hansel began. 

  • 1974 - 1975

    Breaking Ground

    Turnover trebled in 1974 to 1975.

    Divine sold Avroy Schlain cosmetics.

    We moved to 202 Hendrik Verwoerd Drive Randburg around 1975.

  • 1980 - 1982

    Growing Momentum

    Early 1980’s we moved to 312 Hendrik Verwoerd Drive Randburg.

    In 1982 a contract was signed to sell Revlon. This included Special Feeling, Roux Tints and nail polishes.

  • October 1984


    We were so excited when we opened our Durban branch.

  • August 1985

    Cape Town

    We opened Divine Cape Town’s doors  in August 1985 which operated in association with Divine Sales. 

  • 1986


    1986 saw Divine selling TRESemmé on behalf of Alberto Culver.

  • 24 October 1988

    R.I.P. Wim Kuilman

    With great sadness, we bid farewell to Wim Kuilman who passed away on 24 October 1988.

  • 1989


    The name Indola slowly replaced Tresemme

  • April 1990


    April 1990 – we proudly opened our Divine doors in Bloemfontein.

  • Early 2000's

    R.I.P. Jeff Wiggill

    Early 2000’s saw the death of Jeff Wiggill, bringing Cape Town in as one of our branches. 

  • June 2005

    Brand Revamp

    June 2005 we revised our Logo and updated all our stationery

  • Hitting the Refresh Button

    Feb 2006 we redesigned our bulk product labels with that came the upgrade of the Basics range.

    2006 also saw the beginning of our ethnic range.

  • 2 - 4 February 2007

    Rep of the Year

    Conference 2-4 feb 2007 where we announced our first rep of the year

  • 14th February 2007

    Losing our Fearless Leader

    14th Feb 2007 Jean Kuilman died suddenly from a heart attack.

    We kept her project alive and Sept 2007 Lookingr8 hit the shelves.

  • November 2009

    Goobye Henkel, Hello Affinage!

    November 2009 we gave Henkel the boot and took on the Affinage range

  • December 2014

    Farewell Sharon

    December 2014 Sharon left Divine Sales to pursue her dream.

  • October 2015

    The Big Make-Over

    We refreshed our look completely, by adding some love and colour to our brand; and we’ve never looked back! 

  • 2017

    The Digital Frontier

    2017 was the year for even more changes, we stepped into the digital world and launched our website and we faced the world of social media head on. 


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