Name

Trademark records specifically state that “FAICCIA” has no meaning in a foreign language, suggesting that the name is a coined brand name rather than a conventional word or translation.[2] The brand is generally styled as FAICCIA in trademark documentation and Faiccia in contemporary online retail listings.

The earliest clear trademark records date to 2017. One U.S. trademark application for FAICCIA was filed on 2 September 2017 for clothing, footwear, and headwear. The registration covered a particularly broad fashion range, including shirts, T-shirts, dresses, skirts, trousers, jeans, jackets, coats, bras, camisoles, shoes, heels, sandals, hats, caps, scarves, formalwear, and athletic apparel. This trademark was registered in the United States in January 2019, identifying Keyang Li as the original applicant and Lei, Ziqiong as a subsequent owner.[2]

A second FAICCIA trademark was filed in the U.S. in December 2017 by Guangzhou Feimofeiqian Trade Co., Ltd. This registration covered cosmetics and personal-care products, including lipstick, lip gloss, mascara, eye shadow, eyebrow cosmetics, facial cleansers, beauty masks, essential oils, and other cosmetic preparations. It was registered in April 2019.[1]

This distinction is significant: publicly available trademark records show FAICCIA being associated with different applicants, owners, and product classes. Consequently, a simple statement regarding a single founder or founding year would not be sufficiently reliable without additional corporate records.

Earlier retail presence

Evidence suggests that Faiccia (色非) appeared in retail environments within Chinese commercial documentation well before its current online visibility. A 2011 CapitaMalls Asia document lists “Faiccia (色非)” among brands associated with its mall portfolio in China.[3] This indicates that a brand using the Faiccia name existed in the Chinese retail landscape at least as early as 2011. However, this does not prove that the 2011 retail brand, the 2017 trademarks, and today’s e-commerce products are operated by one continuous company. Available records point to multiple trademark holders, meaning definitive corporate history requires further verification.

Makeup and cosmetics

FAICCIA has a significant contemporary presence in the color-cosmetics category. Listings on platforms accessible to Philippine consumers, such as Lazada and SHEIN, feature products including lip mud, lip cream, matte lip products, lip liners, eyeshadow palettes, multi-color eyeshadow, concealers, and blushes.[7][8] For example, Faiccia lip-mud listings describe velvet-textured, highly pigmented matte products, while other offerings include 12-color lip-liner sets. Eyeshadow palettes are available in 6-color and 24-color variants, featuring combinations of matte and shimmer finishes in neutral and earth-tone schemes.

Fashion

The older U.S. clothing trademark is considerably broader than the cosmetics registration. It covered both women’s and men’s apparel, including everyday clothing, business wear, formalwear, athletic apparel, and footwear.[2] Based on trademark history, FAICCIA cannot be described solely as a cosmetics label; the name has also been formally associated with the fashion and apparel sector. Secondhand fashion platforms like Poshmark also list Faiccia apparel, indicating circulation in the resale market.[6]

Based on products currently visible online, FAICCIA occupies an accessible, low-price segment rather than the luxury or prestige market. Retail prices on regional platforms reflect this positioning, with makeup items typically priced affordably. Product descriptions emphasize attributes such as affordability, pigmentation, matte and shimmer finishes, portability, everyday usability, shade variety, and beginner-friendly application.

Consequently, FAICCIA’s apparent target audience consists primarily of price-conscious consumers interested in trend-oriented cosmetics and fashion. In the Philippines and neighboring markets, this aligns with the demand for budget-friendly beauty alternatives available via cross-border e-commerce.

E-commerce platforms

One of the primary distribution channels for Faiccia products is SHEIN, which maintains a dedicated brand page. Additionally, the brand has established visibility on Lazada in Malaysia and the Philippines, where specific categories for Faiccia concealers and blushes are listed.[7][8] In the Middle East, Faiccia products are available through Noon in Qatar.[9] This places FAICCIA within the broader ecosystem of digital-first, cross-border e-commerce rather than traditional department stores or luxury boutiques.

Consumer perception

Current marketplace pages show considerable consumer interaction with Faiccia products. Individual product listings often display user-generated ratings and reviews indicating perceived quality. However, these figures are platform-generated indicators rather than independent brand-quality measurements. The available evidence supports describing FAICCIA as an established commercial brand name with an active online beauty presence, distinct from major luxury or globally recognized heritage fashion houses.

FAICCIA is notable for appearing in multiple trademark records under different ownership.

Fashion trademark

• Registration: U.S. Registration No. 5,656,962
• Application: September 2, 2017
• Registration Date: January 15, 2019
• Class: 25
• Main Field: Clothing, footwear, and headwear
• Original Applicant: Keyang Li
• Subsequent Owner: Lei, Ziqiong[2]

Cosmetics trademark

• Registration: U.S. Registration No. 5,719,093
• Application: December 8, 2017
• Registration Date: April 9, 2019
• Class: 3
• Main Field: Cosmetics, personal care, and fragrances
• Owner/Applicant: Guangzhou Feimofeiqian Trade Co., Ltd.[1][4][5]

The cosmetics registration includes a broad selection of beauty products, ranging from lipstick and mascara to facial cleansers, beauty masks, and essential oils.

Available evidence points strongly toward China-related origins and commercial activity, although the precise founding company and corporate headquarters cannot be established confidently from public sources. The cosmetics trademark is owned by Guangzhou Feimofeiqian Trade Co., Ltd., while earlier retail references identify Faiccia (色非) in a Chinese-market context.[1] It is therefore reasonable to describe FAICCIA as a China-associated fashion and beauty brand name, though claiming a single definitive corporate origin remains premature without further documentation.

FAICCIA’s product history suggests three broad aspects of its identity:

• Fashion: The original clothing-related trademark encompasses a wide range of apparel and footwear rather than a narrowly defined niche.[2]
• Beauty: The separate cosmetics trademark establishes presence across makeup and personal-care products.[1]
• Accessibility: Contemporary marketplace presence, particularly low-priced makeup on platforms like SHEIN and Lazada, points toward mass-market accessibility and high-volume online distribution rather than exclusivity.[7][8]

1. FAICCIA Trademark of Guangzhou Feimofeiqian trade Co.,LTD – Registration Number 5719093 – Serial Number 87712877 :: Justia Trademarks
2. FAICCIA Trademark of LEI, ZIQIONG – Registration Number 5656962 – Serial Number 87594558 :: Justia Trademarks
3. faiccia – The Honey POP
4. FAICCIA – Guangzhou Feimofeiqian trade Co.,LTD Trademark Registration
5. Guangzhou Feimofeiqian trade Co.,LTD Trademarks Page 1 :: Justia Trademarks
6. Faiccia – Poshmark
7. Faiccia Concealer good price in Malaysia – Best Faiccia Concealer | Lazada
8. Faiccia Blushes good price in Malaysia – Best Faiccia Blushes | Lazada
9. Faiccia Qatar Store | Best Price Offers | Doha