Brand profile · Germany
maleup Revenue, search volume and competitors 2026
maleup from Neuss sells concealer made for men; the investor deal from Die Höhle der Löwen in 2024 did not close after the show.
Fact sheet
- Founded
- 2022
- Founders
- Joel Selzener, Esad Alper
- Headquarters
- Neuss
- Company
- MaleUp GmbH
- Die Höhle der Löwen (German TV show)
- Yes, season 16 (2024)
- Deal on the show
- Yes
- Investors on the show
- Judith Williams, Tillman Schulz
- Deal closed after the show
- No
Background and milestones
Esad Alper, a kickboxer, got a black eye after a fight and found that common women's concealers do not suit men's skin. Together with Joel Selzener, who was also looking for suitable cover products, they developed their own product.
- 2022
MaleUp GmbH founded in Neuss.
- 2024
Appearance on Die Höhle der Löwen on 9 September; offer from Judith Williams and Tillman Schulz, deal did not close later.
SWOT analysis of maleup
Editorial assessment based on the sources listed and the radar data.
Strengths
- The brand occupies a clear niche with makeup made specifically for men.
- The TV appearance on Die Höhle der Löwen in 2024 and about 14,800 monthly brand searches show high awareness.
Weaknesses
- The failed deal with Judith Williams and Tillman Schulz means no external growth capital came from the show.
- According to the shop and press reports, the range is strongly focused on one core product (concealer).
Opportunities
- Men's cosmetics is a niche market where brands with clear positioning can stand out.
- Awareness from the show can be used for retail listings and range extensions.
Threats
- Large cosmetics brands can expand men's lines and occupy the niche.
- Part of the search demand depends on the broadcast and may decline after the TV effect fades.
What is behind the demand?
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Sources
Frequently asked questions about maleup
How much revenue does maleup make?
There are no documented revenue figures for maleup. After login, the brand profile shows a model estimate of organic revenue, split into brand and non-brand.
Who founded maleup?
maleup was founded in 2022 by Joel Selzener and Esad Alper. The company is based in Neuss.
Was maleup on Die Höhle der Löwen?
Yes, maleup appeared on the German TV show Die Höhle der Löwen in season 16 (2024). The show ended with a deal with Judith Williams and Tillman Schulz. The deal fell through after the show.
How much does maleup spend on marketing?
maleup does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less maleup has to pay for each visit.
How much revenue does maleup make through Google?
The model estimate combines brand searches and organic traffic of maleup with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know maleup) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of maleup be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of maleup after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for maleup.
Want to make your own brand this visible?
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