DOOUUP

DOOUUP is a German hair-accessory brand built around a single product: a patented, nearly invisible clip designed for updos. It was founded in November 2017 and is operated by Ebano Design GmbH, based in Waiblingen, near Stuttgart [2][6]. The company's managing director, Bianca Triulzi, developed the clip after looking for a way to pin up her own fine, long hair without a bulky or visible fastening.

The brand's guiding idea is captured in its slogan, "Es geht um die Frisur" — it's about the hairstyle, not the accessory. All components and packaging are manufactured in Germany, and the company positions the clip as lightweight, comfortable and durable enough to be repaired rather than thrown away.

According to the company, the idea began with Bianca Triulzi, who wanted an "invisible" clip for her fine, long hair. She shared the concept with a colleague, Thomas, and the two developed it together before launching in November 2017 [7][2]. A German trade magazine later described the product as the result of that collaboration [7]. The firm behind it, Ebano Design GmbH, is registered in Waiblingen and lists Triulzi as its managing director [6]. The company describes doouup as a "passion project" refined over several years.

doouup rests on the premise that a hair clip should disappear so the hairstyle can stand out. The company highlights four qualities: that the clip is nearly invisible in the hair, comfortable to wear, easy to use across hair types, and holds securely. It weighs about 12 grams, which the brand describes as barely noticeable during wear. The clip is aimed at people who want polished updos without much styling skill, and the German trade press has noted salon professionals among its intended users [7].

The brand centres on one hair clip rather than a broad range. Its distinguishing feature is a set of patented insertion bars that slide into the clasp and work like additional hairpins for extra hold [5]. doouup lists intellectual-property protection for the design across several jurisdictions, including granted patents in Germany, Europe, the United States and China [5]. Estetica Magazine described the clip as featherweight, highly elastic and stable, with "elastic teeth" that let individual strands be repositioned repeatedly.

The company frames durability as its main environmental argument: a clip built to last, it says, avoids the waste of repeatedly replacing broken ones. It offers a one-year anti-break guarantee and a repair service in place of disposal. Packaging is kept to minimal single-wall cardboard, and the brand says it reuses recycled cardboard and filling material collected from partner companies for larger shipments. Manufacturing entirely in Germany, it adds, keeps transport distances and CO2 emissions down.

In June 2023, the German edition of Estetica Magazine, a trade publication for hairdressers, featured the clip under the title "doouup your hair – Die unsichtbare Haarspange" and tagged it "Estetica's Choice" [7]. No formal awards are documented.

DOOUUP remains active. Its online store carries a 2026 copyright and shows a current product range, and the 2023 trade feature points to sustained visibility within its niche [1]. It operates as a small, single-product indie brand rather than a broad cosmetics house.