What Deeva does

Deeva is an Italian at-home beauty services marketplace, operated by S2 S.r.l. Società Benefit, that connects individual consumers and corporate clients with a vetted network of independent beauty professionals (PROfessionistas) for hair, nails, and make-up services delivered at the customer's address. Founded in April 2023 in Turin and headquartered at Corso Unione Sovietica 612/15/c, the company has expanded to Milan (November 2024) and Monza, currently profiling 30+ PRO professionals across these markets. Its core technology is a self-serve booking platform (deeva.it and prenota.deeva.it) that handles address-based service matching, scheduling, and end-of-appointment payments via credit card, debit card, or Satispay, supplemented by WhatsApp-assisted consultations. Differentiating technical components include a proprietary portable wash basin and a full-service PRO kit (two equipped cases per professional with tools, products, and disposable hygiene supplies), enabling salon-quality hair washing in a home environment without a traditional sink.

The business model is primarily transactional: Deeva takes a per-booking commission on at-home beauty appointments, with the remainder paid to the professional. Secondary revenue streams include digital gift cards (€30/€60/€100 denominations processed via Stripe), self make-up courses (€80 basic, €135 advanced), group experiences (Salotto di Deeva, Total Look, Feel Like a Star), and — since May 2025 — a B2B corporate motion comprising welfare-budget integration, corporate discount codes, and on-site 'Deeva Days' events at client offices. The GTM is hybrid: D2C online booking with strong local SEO and content marketing (Il Blog di Deeva), organic social on Instagram and Facebook, and earned media in Corriere della Sera, Forbes Italia, La Repubblica, Io Donna, and StartupItalia; the B2B channel targets enterprise welfare platforms through direct outreach, with named collaborators including Lavazza, Accenture, Orrick, Latham & Watkins, WeRoad, Conbipel, and C30 Coworking.

Deeva's customer base is anchored on individual consumers — primarily women seeking the convenience of salon-quality service at home — supplemented by events/ceremonies use cases (weddings, fashion shows) and a nascent corporate segment. The company operates a curated supply side through Deeva Academy (launched September 2024), which provides monthly training and certification under Beauty Director Yan Cataldo and Quality Manager Simone Bifarella, with a stated minimum 7-year experience threshold for joining the PRO network. Total disclosed funding is €550,000 across a May 2022 €150K round and a January 2024 €400K seed round led by startup studio Mamazen alongside business angels; revenue is not publicly disclosed. The leadership team is led by CEO and Co-Founder Irene Giani and Co-Founder/Beauty Director Yan Cataldo, with named heads across Operations, Brand, Marketing, Quality, and Business Analysis.

Name

Deeva

Legal name

S2 S.r.l. S.B.

Website

https://deeva.it

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

At-Home Beauty Services

akta.pro primary industry

Mobile Brow & Lash Services (HSALAMAI)

Keywords

• At-home beauty services
• Home hairdressing
• Mobile beauty platform
• On-demand grooming
• Corporate beauty welfare

Headquarters

HQ city

Torino

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Service Booking Fees (Consumer): Deeva charges clients for at-home beauty appointments (hair, nails, make-up) booked through its platform. Payment is collected at the end of the appointment via credit card, debit card, or Satispay. Revenue is generated on a per-transaction basis, with the company retaining a share and paying the remainder to the professional.
2. Gift Cards: Deeva sells digital gift cards in fixed denominations (€30, €60, €100) redeemable against services, providing upfront cash flow and customer acquisition.
3. Self Make-up Courses: Deeva offers in-home self make-up training courses (€80 for 2-hour basic course, €135 for 3-hour advanced course), sold as one-time purchases and delivered by Deeva PRO make-up artists.
4. B2B Corporate Welfare & Deeva Days: Deeva generates revenue from corporate partnerships including employee welfare budgets, corporate discount programs, and on-site 'Deeva Days' events organized at client offices. Revenue flows through welfare platform integrations and direct corporate invoicing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Deeva is an Italian beauty-tech platform that books professional beauty services (hair, nails, make-up) delivered at the client's home or workplace by vetted, trained professionals. It operates a direct-to-consumer online booking model supplemented by B2B corporate welfare programs and on-site 'Deeva Days' events.

Product overview

Deeva is a beauty-tech platform that aggregates at-home beauty services in Italy. The core offering is a marketplace connecting customers with independent beauty professionals (PROfessionistas) for hair, nails, and make-up services delivered at home or on-location. The platform operates as a booking and payment intermediary, providing professionals with digital tools while offering customers a salon-quality experience outside traditional salon settings. Services include: Hair Services (cuts, color, styling), Nails Services (manicure/pedicure), and Make-up Services. Additional offerings include: Gift Cards (€30/€60/€100), Self Make-up Courses, Feel Like a Star Experience, Total Look Experience, Corporate Partnership programs, and the Deeva Academy internal training platform. The company has expanded from its initial Turin launch (April 2023) to Milan (November 2024), with B2B corporate services launched in May 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Services Professional at-home hairdressing including cuts, color, highlights, balayage, styling, and treatments performed by qualified professionals using the Deeva portable wash basin.
• Nails Services At-home manicure and pedicure services including classic polish, gel, and semi-permanent nail treatments delivered by qualified beauticians.
• Make-up Services Professional at-home make-up artist services for events, weddings, photo shoots, and daily beauty needs.
• Salotto di Deeva Group at-home beauty experience allowing customers to book multiple beauty professionals for group sessions with friends.
• Matrimoni e Cerimonie Wedding and ceremony beauty services including hair styling and make-up for special occasions at a location of the client's choice.
• Eventi Beauty services for corporate events and fashion shows, including on-site hair and make-up services.
• Gift Cards Digital gift cards in €30, €60, and €100 denominations redeemable for any beauty service across all cities.
• Self Make-up Courses In-home make-up training courses taught by Deeva PRO make-up artists. Basic course €80 (2 hours) and advanced course €135 (3 hours, including armocromia).
• Feel Like a Star Experience Complete beauty and photography experience combining Deeva beauty services with a professional posing course and photo shoot.
• Total Look Experience Personalized beauty and styling consultation combining Deeva beauty services with personal stylist wardrobe advice.
• Corporate Partnerships (Deeva per aziende) B2B services including corporate wellness programs, employee discount schemes, on-site beauty days (Deeva Days), and integration with corporate welfare platforms.

Quantifiable outcome

• More than 90% of customers who try Deeva become repeat/loyal customers
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• ConbipelcoreGTM or Marketing Partner · 24 September 2024Deeva partnered with Conbipel to provide hair styling and make-up services for Conbipel runway fashion shows in Turin. This collaboration positioned Deeva within the fashion industry ecosystem and generated press coverage through fashion media, strengthening brand credibility in beauty and fashion circles.
• LavazzaminorGTM or Marketing PartnerLavazza is listed as a corporate collaborator under Deeva's 'Collaborano con noi' section, suggesting a B2B partnership or corporate welfare arrangement.
• AccentureminorGTM or Marketing PartnerAccenture is listed as a corporate collaborator under Deeva's 'Collaborano con noi' section, indicating a B2B corporate partnership or employee welfare integration.
• WeRoadminorGTM or Marketing PartnerWeRoad is listed as a corporate collaborator under Deeva's 'Collaborano con noi' section.
• OrrickminorGTM or Marketing PartnerOrrick is listed as a corporate collaborator under Deeva's 'Collaborano con noi' section.
• Latham & WatkinsminorGTM or Marketing PartnerLatham & Watkins is listed as a corporate collaborator under Deeva's 'Collaborano con noi' section.
• C30 CoworkingminorGTM or Marketing PartnerDeeva organized an on-site Beauty Corner event at C30 coworking space in Milan, demonstrating the corporate 'Deeva Days' product to co-working professionals.
• AIEM (Istituto di Formazione)minorStrategic or Co-development PartnerDeeva partnered with AIEM (Istituto di Formazione) to offer a Technical Direction course for hairdressers in Turin — a two-month certification program enabling professionals to obtain the mandatory 'Direzione Tecnica' qualification to open or manage a salon.
• AbibyminorGTM or Marketing PartnerDeeva partnered with Abiby for 'Il Salotto di Deeva' — a collaborative beauty experience combining Deeva's at-home beauty services with Abiby's beauty product offerings.

Scale indicators4 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Glamsquad: US-based on-demand beauty platform sending licensed beauty professionals to clients' homes for hair, makeup and nails — the closest direct functional and business-model analog to Deeva.
• Priv: On-demand at-home beauty services (hair, makeup, nails, skincare) delivered by vetted professionals — directly comparable offering and marketplace model.
• blow LTD: UK at-home hair and beauty service sending stylists and beauticians to clients' homes and offices — same at-home salon model and B2B corporate event channel as Deeva.
• Blys: Australia-headquartered on-demand wellness marketplace offering at-home beauty services alongside massage — comparable marketplace model with broader service mix.

Emerging players

• Zeel: Originally on-demand massage, Zeel has expanded into spa and beauty services booked to the home — comparable trajectory of extending an at-home wellness platform into beauty.

Broad incumbents

• Treatwell: Leading European online booking marketplace for hair and beauty salons — overlaps with Deeva's booking model and Italian consumer base but focuses on fixed-location salons rather than at-home delivery.
• Fresha: Global beauty and wellness marketplace with salon-management software; overlaps with Deeva on the professional-network side but is broader and salon-anchored.
• Booksy: International booking platform for beauty and grooming professionals — competes for the same prosumer and SMB beauty professional base that Deeva recruits as PROs.
• StyleSeat: Online marketplace and SaaS for beauty and wellness professionals to list services and accept bookings — adjacent marketplace model targeting the same professional supply.

Regional players

• Planity: European (French) online booking SaaS for hair and beauty salons — comparable in geography and category but focused on salon-based appointments rather than at-home delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deeva