Meet the trio behind an app designed to cater to everyday needs in the US ... and Malta

Ranging from vastly different backgrounds, The Do Up Group are three guys who have a common passion to add value through a new product. Together, they created an app that is changing the experience within the beauty industry. BUSINESS TODAY has learned that after launching in the US, they are now targeting the Maltese market

Alessandro Incerto (left), Maxx Feldman (center), Lerthon Theuma (right)
Alessandro Incerto (left), Maxx Feldman (center), Lerthon Theuma (right)
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How did your group come together?

Living in a new city and struggling to find a stylist to cut his hair, Maxx put together the idea of an app aimed to easily find beauty professionals for everyday needs.

He called Alessandro, knowing about his background in software, and pitched the idea. Quickly into the conversation, Alessandro was sold.
They began by making a business plan that detailed how the app would work and how it would service beauty and cosmetics.

Together they refined the layout of the screens and necessary functions to give users the best possible experience. Alessandro proceeded to develop the app, bringing the vision to the phone screen.

A year later and the first version complete, Alessandro reached out to his prior soccer teammate, Lerthon, just weeks before the launch. He immediately saw the potential in Do Up. With his experience in advertising, he joined the team to help to promote its value and spread the word around the world.

Now, after being available for close to four months, more than 250 people are enjoying Do Up and more are coming aboard each day.

What does the app do and who is it aimed at?

Do Up covers all of your beauty needs.

Whether you’re looking to find a top stylist or get in front of new clientele, Do Up is seamlessly connecting beauty professionals with clients.
From hair care to pedicures and all the services in between, Do Up is reshaping the beauty and cosmetics industry.

Do Up offers the following features for beauty professionals:

  • Create a personalised profile
  • Fill in your services and upload photos to highlight your talents
  • Get rated and reviewed by your clients
  • Attract new clientele to expand and grow your business
  • See other professionals’ profiles and check out their work

What does the client gain?

Clients can:

  • Discover top beauty professionals anywhere
  • Narrow the search by selecting the services you need
  • Contact the stylist directly to make an appointment
  • Rate and review stylists based on your experience
  • Get the look you deserve by finding the stylist of your choice

You launched the app in the US. Why do you believe this app will do well in Malta?

Born in Malta, Lerthon is familiar with this place and its people, which will help us scale during the initial expansion outside of the US. There is a significant difference in market size between the United States and Malta, but we believe this country is perfect for our app.

Our goal is to ease people’s search for everyday beauty needs. The value of the app is to make the process of connecting much simpler for both stylists and clients. The people in Malta have a high regard to beauty, which is why the app will be a true asset here.

Pair that with Malta’s remarkable advancements in technology over the past decade, we feel confident that the Maltese people will love Do Up and make it the go-to app for all things beauty and cosmetics.

Can we expect more developments from you and your partners? How do you see this app growing?

We are constantly working to improve the app by rolling out new features while also enhancing the existing functionalities. We are good listeners to our users and we are learning from them as time goes on and we update features accordingly. The app is becoming the top platform for stylists to highlight their talents and attract new clients.

We see Do Up becoming the tool for professionals to not only grow their businesses, but to run them too.

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