The U.S. trademark record is particularly useful for establishing 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 relatively little publicly available corporate information describing a conventional founder story, headquarters, executive team, or detailed brand chronology.

What can be established from trademark records is that HongKong Bailun Technology Limited filed the ELITE99 trademark in the United States on July 25, 2014. The application covered a broad range of cosmetics and, particularly, nail-related products. The mark was registered on May 19, 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

It also included a wider selection of cosmetics and personal-care products, showing 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 being designed for curing under UV or LED lamps, with individual colors and collections available in multiple shades. One product listing, for example, identifies a 7 ml Elite99 gel polish as a soak-off gel product designed for UV/LED curing.[5]

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/color-changing effects
• Base coats
• Top coats
• Nail primers
• Nail-removal products
• Nail starter kits

The German Elite99 store, for example, currently categorizes 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 products such as lip tints and blush.[6]

Nail-care accessories

Elite99’s trademark coverage also extends beyond colored polish. Its registered product description includes nail tips, adhesives, nail-care preparations, nail-strengthening products, removers, nail-art accessories and related manicure products.[7]

This makes Elite99 better described as a nail-beauty brand rather than simply a gel-polish manufacturer.

Elite99’s market positioning appears to be centered on accessible nail art and DIY/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 colors, base/top coats, kits and accessories are sold.

This positioning is reflected in contemporary Elite99 product listings: individual gel-polish products can be sold in relatively small bottles, while larger starter kits and multi-color sets provide an entry point for consumers who want to perform gel manicures at home.[8]

Elite99’s product range makes it relevant to several customer groups:

DIY nail users
People doing gel manicures at home are an important apparent audience because the products are sold individually as well as in starter kits.

Nail-art enthusiasts
The extensive color/effect orientation—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/top products make it relatively easy to assemble a basic gel-manicure setup.

Nail technicians and salons
The product format is also applicable to professional manicure work, although the available public information does not establish the size or composition of Elite99’s professional-salon customer base.

One of the clearest pieces of information about Elite99 comes from U.S. intellectual-property records.

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. The registration specifically identifies numerous nail products.[9]

The trademark record also identifies the stylized wording as “ELITE99” and gives the pseudo-mark “ELITE 99.”[10]

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 appear to have the same highly centralized retail footprint as brands such as OPI, Essie or CND. Instead, its products have been 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/beauty items.[12]

The brand has also appeared extensively in third-party online nail-product listings, including gel polish, base/top coats and manicure kits.[13]

This means that 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 colors and effects are available without the pricing associated with premium salon brands.

Community references also show Elite99 being used by home nail enthusiasts. For example, discussions in the Reddit nail community mention Elite99 gel colors and matte top coats in DIY manicure contexts.[14]

However, online consumer discussion should not be treated as equivalent to controlled product testing. The available public evidence is much stronger for establishing what Elite99 sells and who owns the trademark than for making definitive claims about its formulation quality, durability or safety.

For gel nail products, the brand name alone does not tell you 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 sensible to check:

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

A third-party product listing, for example, describes an Elite99 gel as having an SGS/MSDS certificate, but that information applies to that particular listing/product and shouldn’t automatically be generalized to every Elite99 product.[15]

Elite99 is interesting because it sits in the mass-market/online nail-art segment rather than the traditional prestige-beauty segment.

Its distinguishing characteristics are:

1. Strong association with gel nails — particularly UV/LED gel polish.
2. Large color/effect variety — including glitter and specialty effects.
3. DIY-friendly product ecosystem — colors, base/top coats, kits and accessories.
4. Relatively accessible pricing compared with many professional or prestige nail brands.
5. Long-running trademark history — the U.S. ELITE99 registration dates back to 2015 and remains registered following its 2025 renewal.[16]

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

There is a potential source of confusion around the name Elite99. The name is not necessarily exclusive to one global commercial identity: there are websites and businesses using “Elite99” for unrelated products. For example, elite99.dz currently describes an Elite99 business focused on hair-styling tools and home/kitchen appliances, which appears to be a different business from the nail/cosmetics trademark discussed above.[17]

So, if you’re researching Elite99 gel polish/nail products, the relevant corporate connection is HongKong Bailun Technology Limited, rather than assuming that every business using the Elite99 name belongs to the same company.[18]

Elite99 is an internationally marketed, online-oriented nail and beauty brand associated with HongKong Bailun Technology Limited, best known for affordable UV/LED gel nail polishes, nail-art colors, base/top coats, manicure kits and related nail-care products, with a U.S. trademark history dating to 2014–2015.[19]

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. Le terme Elite99 en caractère latin. Canada Trademark Filing & Registration | Canadian Trademark Search
9. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
10. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
11. Elite99 Top 4 Products from Nail Polish Brand – FindThisBest
12. Tienda – Elite99.es
13. 〖 Elite99 España 〗 Especialistas en esmaltes de uñas
14. SUPWAW Trademark of HongKong Bailun Technology Limited – Registration Number 5568138 – Serial Number 87368268 :: Justia Trademarks
15. BEAU GEL Trademark of HongKong Bailun Technology Limited – Registration Number 5139032 – Serial Number 87022384 :: Justia Trademarks
16. FAIRYGLO Trademark of HongKong Bailun Technology Limited – Registration Number 5121286 – Serial Number 87022399 :: Justia Trademarks
17. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
18. July 25, 2014 Trademark Trademarks :: Trademark Resources :: Justia Trademarks
19. Elite99 EU Trademark Filing & Registration | European Union Trademark Search