Fleeky

Fleeky is a German direct-to-consumer beauty brand based in Hamburg, founded in 2020 by Filiz Christoph-Atas [2]. It specialises in at-home lash and brow lift kits, alongside tinting, makeup, skincare, waxing and self-tanning products, and is built around the idea that salon-style treatments can be done at home without professional training. The brand operates as fleeky GmbH, an independent company with no parent group, and sells across more than 30 European markets.

The company was created during the COVID-19 pandemic, when beauty salons were closed but demand for treatments such as lash lifts and brow lamination continued. Fleeky describes its purpose as making essential beauty routines accessible to anyone, anywhere, summarised in its tagline "Anytime. Anywhere. #alwaysonfleek".

Fleeky was founded by Filiz Christoph-Atas, who had spent years in the professional beauty industry before launching the brand [3]. According to the company, she had run the Adam&Eve beauty-salon chain in Hamburg from 2006, focused on lash and brow lamination, and in 2011 launched a business-to-business brand, Augenmanufaktur, to develop products and formulations for cosmeticians and studios [3].

When the pandemic forced salons to close, Christoph-Atas drew on that salon and product-development background to build a consumer line for do-it-yourself treatments at home. As the company puts it, the team "used our many years of experience in the beauty market, with a beauty lounge chain and a B2B brand for cosmeticians and studios, and created the B2C brand for easy DIY @home treatments" [3]. The aim, in the founder's words, was to "develop products that are easy and safe to use and can be used without prior knowledge" [3].

The company is registered as fleeky GmbH in Hamburg, with Filiz Christoph-Atas and Roald Christoph listed as managing directors [4].

Fleeky positions itself as a bridge between the salon and the home: treatments that once required an appointment, framed instead as simple kits a customer can use themselves. The company states that it believes "beauty should be accessible to everyone, everywhere, at any time", and describes its mission as empowering people "to be their authentic selves, whether you're a natural beauty or a glam goddess".

The brand's language centres on accessibility, simplicity and self-expression rather than luxury, and it groups its customers under community labels such as the "#fleekyfamily". On its homepage the positioning is condensed to the line "DIY BEAUTY. SO SIMPLE."

Fleeky's catalogue spans lashes, eyebrows, makeup, skincare, waxing and tanning, but its signature category is at-home lash and brow lifting. Headline products include the Lashlift Kit, the Browlift Kit (described by the company as a "New Generation" formula applied "without glue"), a combined Lashlift & Browlift Special Set, an eyebrow Tint Kit, and glue-free Press-On Lashes. The brand frames these as delivering "studio quality" results at home, and its marketing states that a lash lift lasts up to six weeks [10].

Several product claims are corroborated by independent retail listings rather than the brand's own site alone. Fleeky's lash lifting set is marketed as vegan and cruelty-free [9] and "Made in EU" [10] across Amazon listings in Germany and the United Kingdom, where it is also described as a "dermatologist tested formula" [11]. The brand has not published formal third-party certifications for these claims.

Fleeky operates as fleeky GmbH, an independent German limited liability company with no parent group [4]. According to the business database Tracxn, the company is bootstrapped, had not raised external funding, and employed three people as of mid-2024 [8] — a scale consistent with a small indie operation rather than a venture-backed one.

Fleeky is active. It sells directly to consumers through its own Shopify-based store, fleeky.de, which offers more than 30 European country options and operates in several languages, and it also distributes through third-party beauty marketplaces such as Amazon. The brand has said it is seeking additional sales partners and distributors within the European Union to enter further markets. Recent homepage activity, including ongoing promotions and 2026 editorial content, indicates the brand remains operational.