United States trademark records identify Guangzhou Shenglue Trade Co., Ltd. as the original applicant and owner of the MONLEYTA mark. The application was filed on 24 June 2021 and covered a wide range of Class 3 goods, including lipstick, perfume, beauty masks, eyebrow pencils, false eyelashes, hair products, nail polish and sunscreen.1

Trademark origins

The most definitive public record concerning MONLEYTA is its United States trademark application. Guangzhou Shenglue Trade Co., Ltd. filed the MONLEYTA word mark on 24 June 2021 under serial number 90794111. This filing encompassed a broad spectrum of beauty and personal care products, specifically listing lipsticks, perfumes, beauty masks, false eyelashes, eyebrow pencils, hair conditioners, hair lotions, nail polish, sunscreen, essential oils, bath salts, soaps and dentifrices.1

The trademark record explicitly states that “MONLEYTA” has no meaning in a foreign language, indicating that the name was treated as a coined brand identifier rather than a word with a literal translation.1

Development towards nail and eye beauty

Current marketplace evidence suggests a more specific focus than the original trademark filing implies. MONLEYTA (曼丽塔) is now particularly associated with wearable press-on nails and eye beauty products. Chinese marketplace listings identify a “monleyta曼丽塔旗舰店” (flagship store) within the Tmall ecosystem.2 Additionally, retail databases list the brand for products such as reusable false eyelashes and eyelash curlers.

Press-on nails

Press-on and wearable nails constitute one of MONLEYTA’s strongest product categories. Listings associated with the brand include finished wearable nail sets, short and medium-length press-on nails, French-style designs, handmade-style designs, seasonal collections and reusable nail sets. The product ecosystem also encompasses nail adhesives, jelly/gel adhesive tabs and UV-curable adhesive products.

Chinese marketplace listings describe MONLEYTA press-on nails as “可穿戴甲” (wearable nails) and “可反复使用” (reusable).2 Specialised UV-curable jelly adhesives and solid nail adhesives designed for attaching press-on nails are also listed. This indicates that the brand’s offerings are oriented towards DIY manicures and ready-made nail styling rather than conventional nail polish.

False eyelashes

MONLEYTA retails false eyelash products designed for home application. Listings include glue-free self-adhesive eyelashes, reusable eyelashes, individual segmented lashes, “sunflower” style lashes and beginner-oriented products. Some listings have accumulated hundreds of customer reviews, suggesting significant distribution within China.

Eyelash curlers

The brand offers eyelash curling tools in multiple configurations. Retail listings show MONLEYTA branded curlers including wide-angle models, partial lash curlers and toothed designs.

Makeup

MONLEYTA appears in marketplace listings for general makeup products, including eyeshadow palettes, highlighter pearl eyeshadow pens, contour palettes, makeup brush sets and eyebrow accessories. Southeast Asian marketplaces specifically list MONLEYTA eyeshadow palettes and makeup brush sets.2

Other lifestyle products

The MONLEYTA name occasionally appears on products outside conventional cosmetics, including footwear, travel items, household products and stationery.2 Consequently, not every listing bearing the name necessarily represents the brand’s core beauty business, as marketplace sellers may utilise broad catalogues in ways that are difficult to verify independently.

Based on its visible product assortment, MONLEYTA functions as an accessible, trend-oriented Chinese beauty brand focused on DIY beauty. Its positioning emphasises three key areas:

DIY beauty

Many MONLEYTA products, particularly press-on nails, false eyelashes and makeup tools, are designed for home use rather than professional salon application.

Trend-driven aesthetics

Marketplace descriptions frequently highlight concepts such as fashion, high-end appearance, Korean-style aesthetics, seasonal designs, natural-looking makeup and beginner-friendly application. The press-on nail assortment, for example, includes contemporary French and translucent designs.2

Affordability

MONLEYTA products are generally positioned in the accessible segment of the beauty market. Chinese marketplace listings show press-on nail products at modest price points, while Southeast Asian listings similarly place products in affordable ranges.2

MONLEYTA relies heavily on e-commerce distribution channels.

China

The brand maintains a presence in the Chinese online retail ecosystem, including Tmall, JD and other shopping platforms. A marketplace record specifically identifies the MONLEYTA/曼丽塔 flagship store within the Tmall ecosystem.2

Southeast Asia

MONLEYTA products are visible on platforms serving Southeast Asian consumers. Searches on Lazada Philippines reveal products including nail items, makeup and footwear.2 Similarly, Shopee Philippines lists MONLEYTA beauty products such as makeup brushes, eyeshadow and other personal care goods. This confirms cross-border e-commerce exposure outside China.

The strongest publicly documented corporate connection is with Guangzhou Shenglue Trade Co., Ltd., which is identified in US trademark records as the original applicant for MONLEYTA in Class 3.1 However, trademark ownership does not automatically confirm that this entity manufactures every MONLEYTA product; the brand operator, distributor and physical manufacturer may be distinct entities.

There is insufficient reliable public information to confirm the exact year commercial sales began, workforce size, annual revenue, manufacturing facilities, executive team, official global headquarters or the percentage of in-house production. These details remain undocumented.

The brand is commonly represented as MONLEYTA / 曼丽塔. The Chinese spelling 曼丽塔 is associated with the brand in listings for press-on nails and beauty products.2 The US trademark filing explicitly states that MONLEYTA itself has no foreign-language meaning.1 Therefore, “MONLEYTA” should be regarded as a coined brand name rather than an English word or a direct translation of the Chinese characters.

MONLEYTA is best characterised as an e-commerce-native niche beauty brand rather than a globally established cosmetics corporation. Evidence of its market presence includes trademark registration activity, Chinese marketplace stores, repeated product listings on JD and Tmall, cross-border listings on Lazada and Shopee, and customer reviews on these platforms.2

While some products have accumulated over 100 customer reviews, indicating commercial activity, MONLEYTA does not operate on the scale of major international beauty brands such as L’Oréal, Maybelline, MAC or Estée Lauder.

MONLEYTA occupies a specific niche within the beauty sector: Chinese e-commerce beauty focused on DIY applications, specifically press-on nails, lashes and accessories at affordable, trend-focused price points. Its identity suits consumers seeking salon-inspired or fashion-oriented aesthetics at home without professional appointments. The press-on nail business is particularly notable, with listings repeatedly emphasising finished designs, reusable applications and associated adhesives.2

1. MONLEYTA Trademark Application of Guangzhou Shenglue Trade Co., Ltd – Serial Number 90794111 :: Justia Trademarks
2. MONLEYTA | Pearl Eyeshadow Highlighter Pen Womens Makeup Waterproof Long-lasting Manliata Brand Eye Liner Pen Illuminating Enhancing Liquid