United States trademark records identify Chang Chen as the applicant and owner of the mark, which covers cosmetic creams, cosmetics, sunburn preparations, facial masks, eyebrow cosmetics, and hand creams. The mark was subsequently registered on May 5, 2026.2

Independently documented information regarding the origins of HBESTY is limited. The most definitive public evidence derives from intellectual property records. The HBESTY trademark was filed in the United States on September 28, 2025, with a claimed first use in commerce dated July 15, 2025. The owner listed in these records is Chang Chen, an individual with a registered address in Wuhan, China.3

The trademark application was initially filed under Class 3, a category encompassing cosmetics and related personal care preparations. It was published for opposition in March 2026 and officially registered on May 5, 2026, under U.S. Registration No. 8,241,298.4 These dates establish HBESTY as a newly documented consumer brand rather than a legacy cosmetics manufacturer.

The HBESTY website describes the business as providing “Professional Body Care Solutions,” emphasising natural formulas, targeted relief, and quality assurance. Its product catalogue extends significantly beyond conventional facial skincare.1 The brand operates as a direct-to-consumer, problem-oriented personal care label.

Rather than focusing exclusively on luxury cosmetics or mainstream facial skincare, HBESTY markets products intended to address specific consumer concerns, including:

• Skin appearance and general skincare
• Scar care
• Acne care
• Wart and corn care
• Joint and muscle care
• Foot care
• Nail care
• Hair and scalp care
• Lip care
• Body care
• Personal hygiene
• Wellness-oriented products

The official store categorises its offerings into groups such as Joint Care, Skin Care Treatment & Beauty, Foot Care, and Wellness.5

The HBESTY catalogue is notably diverse for a niche beauty brand, spanning multiple personal care subcategories.

Skin and facial care

Products promoted under the HBESTY name include various creams, gels, masks, and other preparations aimed at issues such as acne, pigmentation, dry skin, facial cleansing, and general skin appearance. Marketplace listings in Southeast Asia, for example, feature aloe vera gel, exfoliating gel, blackhead masks, facial creams, and other skincare items.18

Body care

Body care products constitute a significant portion of the range. Examples include body lotions, hand creams, underarm products, scar creams and gels, body-brightening products, massage creams, and foot care items. The company’s official store specifically lists scar creams, horse oil cream, lymphatic care cream, and other specialised body care products.15

Targeted treatment products

A distinguishing feature of the HBESTY catalogue is its emphasis on targeted-use products. The online store lists items marketed for specific concerns such as warts, corns, scars, nail issues, and joint discomfort.6 This focus is reflected across its marketplace presence, where listings cover applications ranging from acne and dry lips to beard care and hair treatment.7

Oral and other personal care

The online catalogue extends beyond topical skincare. HBESTY-branded listings include oral care items such as toothache spray and V34 teeth whitening pens.5 Given the breadth of the catalogue, HBESTY is more accurately described as a broad personal care and body care brand rather than solely a skincare company.

HBESTY operates through a combination of direct e-commerce and third-party marketplaces. Its proprietary website functions as an international online store, advertising worldwide shipping, a 30-day return policy, and an international warranty. The site lists a business address in Kington, Herefordshire, United Kingdom.11

The brand also maintains marketplace activity in Southeast Asia. A Shopee Indonesia account operates as the “HBESTY Official Store,” featuring a substantial assortment of beauty and personal care products.18 Additionally, HBESTY-branded listings appear on Shopee Malaysia, indicating marketing efforts directed towards Malaysian consumers.11

The geographic footprint of HBESTY involves multiple jurisdictions. U.S. trademark records identify Chang Chen in Wuhan, China, as the owner of the HBESTY trademark.3 Simultaneously, the consumer-facing website provides a UK business address, while products are distributed via Southeast Asian marketplaces such as Shopee Indonesia and Malaysia.11

Consequently, describing HBESTY simply as a “British brand” or “Chinese brand” would be imprecise. It is more accurate to characterise HBESTY as an internationally marketed personal care brand whose publicly documented U.S. trademark is owned by Chang Chen, with online sales infrastructure and marketplace distribution spanning multiple countries.

HBESTY holds a documented U.S. trademark registration covering cosmetic creams, cosmetics, cosmetic preparations against sunburn, cosmetic facial masks, eyebrow cosmetics, and cosmetic hand creams. The application was filed by Chang Chen on September 28, 2025, and the trademark was registered on May 5, 2026.4

This registration confirms that HBESTY is a legally registered brand name in the United States. However, trademark registration does not independently establish the quality, efficacy, manufacturing origin, or clinical effectiveness of the associated products.

Based on its marketing materials, the HBESTY brand image centres on three core concepts:

1. Targeted solutions: The company emphasises products designed for specific body care concerns rather than generic cosmetics.12
2. Natural or herbal positioning: The website describes products as utilising plant-based or natural formulas.13
3. Affordable online shopping: Products are generally positioned at accessible price points on both the proprietary website and marketplace stores, rather than as luxury goods.14

HBESTY’s online marketing relies heavily on e-commerce platforms, marketplace listings, search-oriented product naming, and content marketing. The brand’s website hosts numerous articles framed as first-person product reviews, covering topics such as scar gel, wart removal cream, acne cream, and silicone scar patches.8

When evaluating information about the brand, it is important to note that articles published on the HBESTY website constitute brand-controlled marketing content rather than independent editorial reviews. These articles frequently utilise personal testimonial language and describe purported product experiences, but they are self-published on the brand’s own domain.9

While HBESTY has a growing marketplace presence, its independent public documentation remains limited compared to major skincare conglomerates. Customer activity is evident on marketplace stores; for instance, regional HBESTY stores display ratings and sales figures for individual products.18

However, marketplace ratings should not be automatically interpreted as evidence of clinical efficacy. Similarly, claims regarding “natural formulas,” “quality assurance,” or targeted relief remain brand claims unless independently substantiated.16 For products making medical or therapeutic claims, it is necessary to distinguish between a product being marketed for a specific condition and a product being clinically proven to treat that condition. Available sources do not provide sufficient independent evidence to support clinical efficacy claims for HBESTY products.

A UK company named HBESTY LIMITED was incorporated on April 13, 2024, but Companies House records indicate it was dissolved on March 4, 2025. Its registered business activities concerned product agents, clothing and footwear wholesale, and textile retail, rather than cosmetics.10

There is no solid evidence from reviewed sources linking this dissolved UK entity to the current HBESTY beauty brand. The existence of a similarly named company does not establish it as the manufacturer, owner, or parent company of the HBESTY products currently sold online.

Synthesising available evidence, HBESTY is best understood as a relatively new, internationally marketed online personal care and beauty brand focused on affordable, targeted skincare, body care, wellness, and personal care products. The brand’s U.S. trademark is owned by Chang Chen, with trademark use documented from 2025 and registration completed in 2026. Its products are sold through its own e-commerce site and third-party marketplaces, particularly in Asian markets.17

HBESTY appears to be a legitimate, actively marketed consumer brand with a registered U.S. trademark. However, as a relatively new and opaque entity, claims regarding manufacturing, ownership structure, product efficacy, and regulatory status should be evaluated on a product-by-product basis rather than inferred solely from the brand name.

1. Home – HBESTY – Professional Body Care Solutions
2. HBESTY Trademark Application of Chang Chen – Serial Number 99417107 :: Justia Trademarks
3. HBESTY Trademark | Trademarkia
4. HBESTY – Chang Chen Trademark Registration
5. HBESTY V34 Teeth Whitening Pen Review: Does It Actually Work? – HBESTY – Professional Body Care Solutions
6. HBESTY Scar Gel Review: Does It Work on Stretch Marks? – HBESTY – Professional Body Care Solutions
7. HBESTY Wart Removal Cream Review: My Messy, Honest Experience – HBESTY – Professional Body Care Solutions
8. HBESTY Acne Cream Review: My Honest Experience After 1 Month – HBESTY – Professional Body Care Solutions
9. HBESTY Silicone Scar Patch Review: Does It Really Work? – HBESTY – Professional Body Care Solutions
10. HBESTY LIMITED overview – Find and update company information – GOV.UK
11. hbesty – My Stores
12. HBESTY Wart Removal Cream Review: Does It Actually Work? – HBESTY – Professional Body Care Solutions
13. HBESTY Wart Remove Cream Review: Did It Actually Work? – HBESTY – Professional Body Care Solutions
14. HBESTY Underarm Cream Review: My Totally Honest Experience – HBESTY – Professional Body Care Solutions
15. HBESTY Lymphatic Care Cream Review: My Honest Experience – HBESTY – Professional Body Care Solutions
16. HBESTY Wart Removal Cream Review: My Unfiltered Experience – HBESTY – Professional Body Care Solutions
17. HBESTY Ear Drops Review: My Real Experience with Tinnitus Relief – HBESTY – Professional Body Care Solutions
18. Hbesty – Naturalzen