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
maleup search volume over time (23 Months, Sep 2024 – Jul 2026)
Monthly figures and further comparisons
| Month | Search volume | Change |
|---|---|---|
| Jul 2026 | 14,800 | 0 % |
| Jun 2026 | 14,800 | 0 % |
| May 2026 | 14,800 | 0 % |
| Apr 2026 | 14,800 | 0 % |
| Mar 2026 | 14,800 | 0 % |
| Feb 2026 | 14,800 | -18 % |
| Jan 2026 | 18,100 | 0 % |
| Dec 2025 | 18,100 | 0 % |
| Nov 2025 | 18,100 | 0 % |
| Oct 2025 | 18,100 | +22 % |
| Sep 2025 | 14,800 | 0 % |
| Aug 2025 | 14,800 | 0 % |
| Jul 2025 | 14,800 | -18 % |
| Jun 2025 | 18,100 | 0 % |
| May 2025 | 18,100 | 0 % |
| Apr 2025 | 18,100 | -18 % |
| Mar 2025 | 22,200 | 0 % |
| Feb 2025 | 22,200 | 0 % |
| Jan 2025 | 22,200 | 0 % |
| Dec 2024 | 22,200 | 0 % |
| Nov 2024 | 22,200 | 0 % |
| Oct 2024 | 22,200 | 0 % |
| Sep 2024 | 22,200 | – |
Source: DataForSEO Google Ads API (Keyword Planner), Germany. The most recent month is often still provisional at Google and gets corrected with the next update. Last update: 2 Sep 2026.
maleup competitors: ranking per niche
Rank by brand search volume in the last month among all brands of the niche in the radar.
Personal Care Rank 11 of 60
SEO and visibility data for maleup (maleup.de)
maleup.de reaches an estimated 19,846 organic visits per month.
Around 14,800 brand searches per month compare with an estimated 19,846 organic visits. Brand searches equal 75 % of organic traffic. The Google visibility of maleup is strongly brand-driven: most visits are likely to come from the brand name.
Comparison with competitors in Personal Care
| Brand | OP Score | Traffic | Keywords | Ref. domains | Domain Rank |
|---|---|---|---|---|---|
| Typology | 70 | 77,189 | 20,085 | 4,285 | 53 |
| colibri skincare | – | 43,654 | – | – | – |
| happybrush | – | 34,981 | – | – | – |
| maleup | – | 19,846 | – | – | – |
| bears with benefits | – | 16,782 | – | – | – |
| yepoda | – | 12,218 | – | – | – |
Source: Visibly AI Online Presence (domain universe, DataForSEO). Traffic and keywords are estimates, brand searches come from Google Keyword Planner.
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?
Explore this brand’s revenue estimate, organic traffic and ranking keywords. Your free Visibly account works for every brand in the radar.
antonioblago.com and Visibly AI are one hub: one account for both sites. After signing in you land right back here.
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 based on 14,800 brand searches per month, split into brand and non-brand.
How many people search for maleup?
In Jul 2026, maleup was searched about 14,800 times per month on Google Germany, -12.9 % compared with the same period last year. Monthly figures cover Sep 2024 to Jul 2026.
Who are the competitors of maleup?
In the Personal Care niche, maleup ranks 11 of 60 by brand search volume. The strongest competitors are Doonails, glow25 and rosental.
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 SEO and visibility data section on this page shows the organic traffic and ranking keywords of maleup.
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.