Xtreme Lashes South Africa


Owner & Director Elizma Smith is the Exclusive Franchise Holder of Xtreme Lashes South Africa. The company specializes in eyelash extensions and selling Xtreme Lashes products.

Elizma Smith moved to Johannesburg from the small farming town of Pofadder in the Northern Cape. Destined for great things from the start, she graduated cum laude from Free State Technikon, with a Higher National Diploma in Business Administration.

Starting out as a receptionist at an estate agency in Bloemfontein, it wasn’t long before Elizma began to soar up the corporate ladder, managing several companies and having a significant impact on each along the way.

But Elizma’s heart was always in the beauty industry. Before establishing Elizma Image Consulting in 2008, she took part in the Mrs South Africa pageant, where she was a Top 10 Finalist and awarded the Mrs Congeniality, Mrs Body Perfect, and Mrs Fitness titles.

Elizma believes that it was her successful corporate career, combined with her passion for beauty, that ultimately led her to purchase the Xtreme Lashes franchise for South Africa. It is also the mix of drive and competitiveness with the caring heart of a farm girl, who will help anyone at any time.

Those who have worked with Elizma point to her strong leadership skills and passion for business, as well as the courage that enabled her to forge a path to success. In her personal capacity, Elizma is extremely proud to have grown from authentic South African roots in a small town to owner of the Xtreme Lashes franchise for South Africa. Meet The Team

History & Co-Founder Jo Mousselli


Jo Mousselli, Co-Founder, President & CEO of Xtreme Lashes by Jo Mousselli®, never imagined that she would one day lead a global cosmetic

Jo immigrated to the United States as a child, believing in her father’s mantra that “with education, hard work, and perseverance, you can accomplish anything.”


Jo has seen her company expand from a home-based, family business into a global corporation with representation in 50 countries. Xtreme Lashes by Jo Mousselli currently has 15 educators across the United States and continues to experience explosive growth across the globe. Since 2005, the company has trained more than 15,000 health and beauty professionals worldwide.


Using a holistic approach and the scientific method, Jo formulated a safe and hygienic process for applying eyelash extensions to natural lashes. She also produced comprehensive educational programs, created innovative cosmetic products, and offered unparalleled support for beauty and health professionals.

Jo wanted to teach stylists a service they could add to their current beauty salon menu or use to develop their own independent business. She also set out to empower the lives of consumers who used quality eyelash extensions by Xtreme Lashes by Jo Mousselli to feel effortlessly beautiful every day.


Jo graduated magna cum laude from Texas Woman’s University with a Bachelors of Science in Nursing and minor in Biology. She has extensive medical and scientific experience in human anatomy, physiology, pathology and pharmacology. After a decade working as a pediatric ICU nurse at Texas Children’s Hospital, Jo felt compelled to pursue her passion in the beauty industry. Jo applied her medical and scientific knowledge to developing the products, application tools, and training that is the core of the brand.

Jo knows women. From being a wife, an active mother of four, and putting herself through work and school, Jo understands the modern woman.

Jo’s nurturing nature has made it easy for her to connect with women, from her first career as a kindergarten teacher – garnering the trust of mothers and their children’s first day of school – to consoling mothers, whose critically ill children were under her care as a registered nurse. She has always been in the “business” of helping women feel better.


Jo’s attributes and values have made Xtreme Lashes by Jo Mousselli the worldwide industry leader and the most respected name in eyelash extensions. Jo made the art of eyelash extension application a professional service, limiting sales exclusively to licensed and credentialed health and beauty professionals.

She risked her short-term profits and invested in the long-term health of the company and lash industry by initiating mandatory hands-on training and education for every licensed health and beauty professional wanting to become a lash stylist.


She took the path less traveled, one of service and sacrifice. Her hard work and dedication have paid off by allowing her to arrive at her destiny of empowering other women to experience the success and blessings that life has given her. In turn, she created an industry of passionate entrepreneurs with a zest for inner and outer beauty and the success of a rewarding and profitable career.

Among numerous awards, she was named a Gulf Coast Area Finalist for the 2011 Ernst & Young Entrepreneur of the Year award and earned a spot on the coveted 2011 Inc. 500|5000 List.