U.S. trademark records establish the brand’s history: ELITE99 was filed in 2014, registered in 2015, and the registration was renewed in 2025 2.

The documented history of Elite99 differs from that of major beauty conglomerates. There is limited publicly available corporate information describing a conventional founder story, headquarters, executive team or detailed brand chronology.

Trademark records confirm that HongKong Bailun Technology Limited filed the ELITE99 trademark in the United States on 25 July 2014. The application covered a broad range of cosmetics, with a particular focus on nail-related products. The mark was registered on 19 May 2015 3.

The original U.S. specification included products such as:

• Nail polish
• Nail gel
• Nail varnish
• Base coats
• Top coats
• Nail polish removers
• Nail hardeners
• Nail strengtheners
• Nail-care products
• Nail tips
• Nail glitter
• Nail-art pens and stickers
• Artificial-nail adhesives
• Nail-drying preparations
• Products for removing gel and acrylic nails
• False nails and other nail-grooming products

The specification also included a wider selection of cosmetics and personal-care products, indicating that the trademark was not originally limited strictly to gel polish 4.

Gel nail polish

Elite99 is most strongly associated with soak-off gel nail polish. Product listings describe Elite99 gel products as designed for curing under UV or LED lamps, with individual colours and collections available in multiple shades. For example, one listing identifies a 7 ml Elite99 gel polish as a soak-off gel product intended for UV/LED curing 3.

The brand’s online retail presence has also included products marketed as:

• UV gel polish
• LED gel polish
• One-step gel polish
• Glitter gel polish
• Cat-eye effects
• Chameleon and colour-changing effects
• Base coats
• Top coats
• Nail primers
• Nail-removal products
• Nail starter kits

Retail categorisations vary by market. A German-language Elite99 store, for instance, currently groups products into nails, cat-eye nails, sets, starter kits, shellac, chameleon nails, nail-polish remover, nail dryers, nail files, and top/base coats, alongside newer beauty items such as lip tints and blush 5.

Nail-care accessories

Elite99’s trademark coverage extends beyond coloured polish. Its registered product description includes nail tips, adhesives, nail-care preparations, nail-strengthening products, removers, nail-art accessories and related manicure products 6. Consequently, Elite99 is more accurately described as a comprehensive nail-beauty brand rather than solely a gel-polish manufacturer.

Elite99’s market positioning centres on accessible nail art and DIY or professional-style manicure products. Rather than presenting itself primarily as a luxury cosmetics house, the brand has historically appeared through online marketplaces and specialist nail retailers, where relatively inexpensive individual gel colours, base and top coats, kits and accessories are sold.

This positioning is reflected in contemporary product listings: individual gel-polish products are often sold in smaller bottles, while larger starter kits and multi-colour sets provide an entry point for consumers performing gel manicures at home 8.

The Elite99 product range appeals to several distinct customer groups:

• DIY nail users: Individuals doing gel manicures at home form a key audience, as products are sold both individually and in starter kits.
• Nail-art enthusiasts: The extensive orientation towards colours and effects—including glitter, cat-eye and chameleon styles—makes the brand particularly suited to decorative nail art.
• Beginner users: Starter kits and combinations containing polish plus base and top products facilitate assembling a basic gel-manicure setup.
• Nail technicians and salons: While the product format is applicable to professional manicure work, available public information does not establish the size or composition of Elite99’s professional salon customer base.

U.S. intellectual-property records provide significant clarity regarding Elite99. The ELITE99 word mark is associated with HongKong Bailun Technology Limited. The U.S. registration covers International Class 3, which encompasses cosmetics and related personal-care products, and specifically identifies numerous nail products 1.

The trademark record identifies the stylised wording as “ELITE99” and gives the pseudo-mark “ELITE 99” 7. The underlying company is not a newly created entity; Hong Kong Companies Registry material shows Hongkong Bailun Technology Limited among companies incorporated in December 2013 11.

Elite99 does not maintain the highly centralised retail footprint typical of brands such as OPI, Essie or CND. Instead, its products are distributed through online sellers and regional e-commerce channels.

For example, a current German-language Elite99 store presents the brand as “Elite99 Nails & More” and sells nail products alongside selected makeup and beauty items 5. The brand also appears extensively in third-party online nail-product listings, including gel polish, base and top coats, and manicure kits 8. As a result, availability, packaging and exact product ranges can vary considerably by market and seller.

Elite99 has developed a presence among hobbyist nail users largely through its price-to-variety proposition: many colours and effects are available without the pricing associated with premium salon brands.

Community references indicate that Elite99 is used by home nail enthusiasts. Discussions in online communities, such as Reddit’s nail care forums, mention Elite99 gel colours and matte top coats in DIY manicure contexts 9. However, online consumer discussion should not be treated as equivalent to controlled product testing. Available public evidence is stronger for establishing what Elite99 sells and who owns the trademark than for making definitive claims about formulation quality, durability or safety.

For gel nail products, the brand name alone does not determine whether a particular product is appropriate or safe for every user. Formulations can differ between product lines and markets.

When evaluating an Elite99 gel product, it is advisable to check:

• The ingredient list
• Manufacturer or importer information
• Recommended UV/LED curing time
• Whether the product is intended for professional or consumer use
• Batch or lot information
• Removal instructions
• Any available SDS/MSDS or conformity documentation
• Whether the product is genuine and sourced from a reliable seller

A third-party product listing may describe an Elite99 gel as having an SGS/MSDS certificate, but such information applies only to that specific listing or product and should not be automatically generalised to all Elite99 items 8.

Elite99 occupies the mass-market and online nail-art segment rather than the traditional prestige-beauty segment. Its distinguishing characteristics include:

1. Strong association with gel nails, particularly UV/LED gel polish.
2. Large variety of colours and effects, including glitter and specialty finishes.
3. A DIY-friendly product ecosystem comprising colours, base and top coats, kits and accessories.
4. Relatively accessible pricing compared with many professional or prestige nail brands.
5. A long-running trademark history, with the U.S. ELITE99 registration dating back to 2015 and remaining active following its 2025 renewal 2.

Elite99 is best understood as an online-oriented value nail brand rather than a direct equivalent of a premium salon brand.

There is potential for confusion regarding the name Elite99, as it is not necessarily exclusive to one global commercial identity. Websites and businesses exist that use “Elite99” for unrelated products. For example, elite99.dz currently describes an Elite99 business focused on hair-styling tools and home or kitchen appliances, which appears to be a different entity from the nail and cosmetics trademark discussed above 67.

When researching Elite99 gel polish or nail products, the relevant corporate connection is HongKong Bailun Technology Limited. It should not be assumed that every business using the Elite99 name belongs to the same company 10.

1. ELITE99 Trademark of HONGKONG BAILUN TECHNOLOGY LIMITED – Registration Number 4740935 – Serial Number 86347777 :: Justia Trademarks
2. ELITE99 Trademark (USPTO Serial 86347777) | USPTO Record | TrademarkElite
3. Gel Nail Polish 1323 | elite99nails
4. Elite99
5. Elite99 Top 20 Products from Gel Nail Polish Brand – FindThisBest (UK)
6. About us – Elite99
7. Elite99 – Hair Styling Products | Produits de coiffure
8. Elite99 Top 4 Products from Nail Polish Brand – FindThisBest
9. Tienda – Elite99.es
10. SUPWAW Trademark of HongKong Bailun Technology Limited – Registration Number 5568138 – Serial Number 87368268 :: Justia Trademarks
11. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System