LOVALI is a Chinese-origin fragrance and cosmetics brand primarily known for its affordable perfumes and Eau de Parfum (EDP) offerings. The brand targets mass-market and value-conscious consumers with a wide range of men’s, women’s, and unisex fragrances. LOVALI products are distributed internationally through wholesalers, retailers, and online marketplaces.

The corporate and trademark history of LOVALI is complex. Public records link the LOVALI name to Zhejiang Meizhiyuan Cosmetics Co., Ltd.1, while the brand’s current official website identifies Yiwu Yazhi Cosmetics Co., Ltd. as the company behind the brand.2 Consequently, LOVALI should not be viewed as a conventional Western-style perfume house with a single, clearly documented founding story.

According to the current LOVALI website, Yiwu Yazhi Cosmetics was established in 1996 in Yiwu, Zhejiang. It operates as a fragrance manufacturer and owner/operator of independent brands, including LOVALI. The site states that the company exports to more than 96 countries and regions.2

LOVALI functions as a value-oriented fragrance brand rather than a traditional prestige perfume house. Its catalogue includes a vast number of fragrances with names such as:

• Lovali Oud Wood
• Great Man White
• Great Man Black
• Golf Green
• Golf Club
• Soft Cloud
• Sexy Girl Red
• Very Sexy Girl
• Valentine Moment
• Invincible Black
• Invincible Aqua
• Spice Blast
• Dark Night Homme
• Aquatic Life
• Lucky Millionaire
• Absolute Intense
• Play Red
• Classic
• La Nude
• Love More
• Baby

The sheer volume of products reflects LOVALI’s business model: instead of maintaining a small collection of exclusive scents, it offers a broad fragrance portfolio covering various tastes, genders, and price points. Retail listings in neighboring markets like Malaysia show dozens of LOVALI fragrances, while international retailers list significantly more.3

Yiwu, Zhejiang

LOVALI is closely associated with the Yiwu fragrance manufacturing industry in Zhejiang Province, China. Yiwu is a global hub for consumer goods trade due to its extensive manufacturing, wholesale, and export ecosystem. LOVALI leverages this infrastructure by combining large-scale fragrance production, packaging, distribution, and private-label/OEM capabilities.

The current website describes Yiwu Yazhi Cosmetics Co., Ltd. as having been established in 1996 as a comprehensive fragrance manufacturer involved in research, production, and sales.2 However, the history of the LOVALI brand itself appears to be more recent than the manufacturer’s 1996 founding date.

Trademark Evidence

Public intellectual property records reveal a fragmented ownership history:

• Philippines: A publication from the Intellectual Property Office of the Philippines (IPOPHL) records LOVALI under Zhejiang Meizhiyuan Cosmetics Co., Ltd., associated with Class 3 goods. The same record lists the related fragrance brand SCENABELLA under the same company.4
• United States: A U.S. trademark registration records LOVALI as registered to Zhejiang Meizhiyuan Cosmetics Co., Ltd.; this specific registration was filed in 2020 and registered in 2021.1 Older U.S. LOVALI registrations belong to HongKong Iris Import and Export Limited, dating from 2015–2016, covering cosmetics and perfumery-related goods.1

This indicates that LOVALI does not have one universally consistent trademark owner across every country and period. Trademark ownership varies by jurisdiction and product class.

Main Category: Perfume

Perfume is the most visible LOVALI category. Products are commonly sold as:

• Eau de Parfum (EDP)
• Perfume
• Eau de Toilette (in some markets)
• Body sprays/mists
• Gift sets and fragrance collections

Retailers in Southeast Asian markets often list LOVALI products in 50 ml, 90 ml, and 100 ml formats, while other international retailers extensively list 100 ml EDP products.3

Men’s Fragrances

LOVALI maintains a substantial men’s range, with naming conventions emphasizing themes of sport, strength, nightlife, luxury, and adventure. Examples include:

• Great Man Black
• Great Man White
• Golf Green
• Golf Club
• Vigorous Flame
• Vigorous Pour Homme
• Spice Blast
• Invincible Black
• Invincible Aqua
• Dark Night Homme
• Lucky Millionaire
• Play Red
• Absolute Intense
• Robot Revolution Black
• Robot Revolution Gold

Women’s Fragrances

The women’s catalogue covers floral, fruity, sweet, fresh, and oriental/woody styles. Examples include:

• Soft Cloud
• Sexy Girl Red
• Very Sexy Girl
• Valentine Moment
• Cool Girl Pink
• Golden Flame
• Crystalline
• Lucky Bamboo
• Aquatic Life
• Dear Bear Love
• New Crystal Absolute
• La Nude

LOVALI’s approach differs significantly from prestige houses like Chanel, Dior, or Creed.

Prestige perfume houses typically emphasize:

heritage → perfumer → artistic concept → ingredients → exclusivity → luxury pricing

LOVALI’s model focuses on:

recognizable fragrance style → attractive packaging → broad selection → low production cost → international distribution

This positions LOVALI for consumers seeking an inexpensive fragrance for everyday use rather than a luxury-status product. The company describes its strategy as providing a broad fragrance range with mature formulas, standardized production, and cost-effectiveness, while supporting small-batch orders for distributors and retailers.2

Many LOVALI products are positioned as “inspired” fragrances or scents sharing characteristics with well-known designer perfumes.

Third-party retailers sometimes describe certain LOVALI products as having aromas similar to recognizable designer fragrances. For example:

• Amazed Nite Club — noted as similar to Armaf Club de Nuit Intense
• Golf Green — noted as similar to Ralph Lauren Polo Green
• Dear Bear Love Me — noted as similar to Moschino Toy 2 Bubble Gum
• Aqua Juicy Light Violet — noted as similar to Juicy Couture Pretty in Purple

These descriptions are retailer claims, not statements from the original designer brands.5 Therefore, LOVALI is best described as a designer-inspired / affordable fragrance brand, rather than claiming every perfume is an official equivalent or licensed collaboration.

Important Distinction: A LOVALI perfume is not the original designer perfume. If a seller notes similarity, it generally means the fragrance is marketed as an alternative or interpretation, not that it was produced by the designer house.

LOVALI operates predominantly in the low-price to budget fragrance segment. This is evident in Southeast Asian online marketplaces.

For example, listings in neighboring Malaysia have shown LOVALI perfumes at prices around RM7–RM20 depending on bottle size, seller, and promotions.3 Marketplace prices may vary from official recommended retail prices due to discounts. This places LOVALI in a very different category from luxury fragrance brands.

Approximate Market Positioning:

• Luxury: Chanel / Dior / Tom Ford
• Designer Fragrance
• Middle-Market Fragrance
• LOVALI
• Ultra-budget / Generic Fragrance

Affordability is a central commercial advantage for LOVALI.

LOVALI’s competitive advantage lies in its connection to large-scale Chinese fragrance manufacturing. The official site states that Yiwu Yazhi has:

• Operated since 1996;
• A large fragrance manufacturing base;
• More than 3,000 SKUs;
• A warehouse exceeding 36,000 m²;
• Approximately 20 perfume designers;
• Around 100+ new designs per month;
• OEM/ODM capabilities;
• Exports to more than 50 countries (with another section stating more than 96 countries and regions).2

The company claims a daily output capacity of up to 800,000 pieces, though this is a company-provided figure.2 This scale helps explain how LOVALI can sell perfumes at prices difficult for small independent perfume houses to achieve.

The company behind LOVALI provides manufacturing solutions to other businesses, operating beyond simple retail sales.

• OEM (Original Equipment Manufacturing): Customers can have products manufactured according to existing specifications or formulas and sell them under their own brand.
• ODM (Original Design Manufacturing): The manufacturer assists with fragrance creation, packaging, bottle design, and product development.

The current company website presents three models: OEM → ODM → OBM (Original Brand Manufacturing), where OBM involves developing and selling the company’s own brands.2 LOVALI belongs to this broader OBM/brand portfolio.

LOVALI is not limited to China. Its products are available through distributors and online retailers in:

• Southeast Asia
• Latin America
• Africa
• Europe
• Middle East

In the Philippines, public IP records confirm the presence of the trademark under Zhejiang Meizhiyuan Cosmetics Co., Ltd.4 Additionally, Tanzania’s official cosmetics-registration documentation records LOVALI perfume products manufactured by Zhejiang Meizhiyuan Cosmetics Co., Ltd., demonstrating entry into regulated cosmetics markets outside China.4

LOVALI’s branding emphasizes specific themes through its naming conventions:

• Romance: Names like Love More, Valentine Moment, Sexy Girl, and Dear Bear Love create a romantic/feminine positioning.
• Energy: Names like Vigorous, Spice Blast, Invincible, and Revolution target an energetic masculine market.
• Freshness: Names like Aquatic Life, Aqua, Golf Green, and Soft Cloud suggest fresh, clean, or outdoor-oriented profiles.
• Luxury Associations: Names like Absolute, Gold, Crystal, Premium, and Millionaire borrow luxury vocabulary without luxury-level prices.

This strategy allows consumers to understand the intended personality of a perfume before smelling it.

LOVALI uses visually recognizable bottles and distinct names, allowing individual fragrances to function almost like separate mini-brands. Rather than building the company around one iconic bottle, LOVALI launches many fragrances simultaneously. Advantages include:

1. More choices for consumers
2. Easy product segmentation
3. Low barrier to experimentation
4. Different price points
5. Fast product turnover
6. Suitability for wholesalers
7. Easy adaptation to different countries

The manufacturer reports launching nearly 100 new designs per month.2

LOVALI’s core consumer is not necessarily a traditional perfume collector. The brand suits people who want:

• An inexpensive everyday fragrance;
• Several fragrances rather than one expensive bottle;
• Designer-inspired scent profiles;
• Perfumes for work, school, or casual occasions;
• Affordable gifts;
• Larger 100 ml bottles;
• Inexpensive options for experimentation.

It also serves a strong B2B audience, including perfume wholesalers, beauty shops, supermarket retailers, online sellers, distributors, and private-label businesses.

Several structural factors contribute to LOVALI’s low pricing:

1. Manufacturing Scale: Large production volumes lower per-unit costs.
2. Chinese Supply Chain: Components like bottles, caps, packaging, and fragrance compounds are sourced within a highly developed local ecosystem.
3. Mass-Market Positioning: No need for high-cost prestige retail environments.
4. Large Catalogue: Development and manufacturing infrastructure costs are spread across thousands of SKUs.
5. Direct Wholesale Distribution: Products move through distributors and e-commerce rather than exclusively through luxury department stores.
6. Designer-Inspired Positioning: The brand does not invest decades of prestige building around each individual perfume.

Quality: Quality can vary between LOVALI fragrances, which is common for large portfolios. Variables include fragrance concentration, oil formulation, bottle/atomizer quality, storage conditions, batch, skin chemistry, climate, and individual perception. A budget perfume cannot realistically match the ingredient budget or packaging of a luxury fragrance costing hundreds of dollars. LOVALI’s proposition is essentially “acceptable/appealing fragrance at very low cost.”

Longevity: There is no single longevity figure for the entire brand. While EDP formulations generally have higher concentrations than EDTs, performance depends on ingredients, formulation, skin chemistry, and climate. In hot and humid climates typical of Southeast Asia, fragrance performance may differ from cool indoor environments. Claims such as “lasts 24 hours” should be treated cautiously unless supported by controlled testing.

• 2015–2016: U.S. trademark database records LOVALI registrations associated with HongKong Iris Import and Export Limited.1
• 2020–2021: A separate LOVALI mark was filed by Zhejiang Meizhiyuan Cosmetics Co., Ltd. in the United States on March 30, 2020, and registered January 26, 2021. The stylized mark includes an accent above the O and a small heart above the I.1
• Other Countries: LOVALI appears in trademark/IP records in the Philippines, Costa Rica, and Nepal, with Zhejiang Meizhiyuan identified in several records.4

There are at least two Chinese companies appearing in public records associated with LOVALI:

1. Zhejiang Meizhiyuan Cosmetics Co., Ltd.: Identified as the trademark owner of a LOVALI registration in the U.S. and various international IP records.14 Its corporate website describes it as a large cosmetics/fragrance manufacturer with OEM and ODM capabilities.
2. Yiwu Yazhi Cosmetics Co., Ltd.: Presented by the current LOVALI-branded website as the company behind the brand.2

No reliable public source establishes the precise corporate relationship between these two companies. They may not be the same entity, subsidiaries, or successors without further corporate documentation.

Strengths:

• Affordability: Low price point is the primary advantage.
• Huge Variety: Wide selection of scent styles.
• Accessibility: Easily found online in many markets.
• Production Scale: Backed by substantial manufacturing infrastructure.2
• Alternatives: Provides lower-cost options for those preferring famous fragrance profiles.

• B2B Friendliness: Supports wholesale, OEM, and ODM relationships.2

• Limited Prestige: Lacks the heritage/exclusivity of major luxury houses.

• Catalogue Size: Huge number of products can feel less curated.
• Inconsistent Info: Online listings may vary in description or inspiration claims.
• Trademark Confusion: Fragmented ownership history across jurisdictions.
• Expectation Mismatch: Consumers expecting luxury-level ingredients or longevity may be disappointed.

LOVALI is a Chinese mass-market fragrance brand built around accessibility, scale, and variety. It competes on price, variety, recognizable fragrance styles, large-scale manufacturing, and international distribution, rather than trying to compete directly with Chanel or Dior on prestige.

Its relationship with the Chinese fragrance manufacturing industry is key, placing it within a broader OEM/ODM/own-brand manufacturing ecosystem. Evidence suggests a broad international footprint, with products appearing in Southeast Asia, Latin America, Africa, and other markets.6

1. LÓVALI Trademark of Zhejiang Meizhiyuan Cosmetics Co., Ltd. – Registration Number 6255078 – Serial Number 88853120…
2. Top Perfume Factory & Global Fragrances Supplier | LOVALI
3. Lovali – My Scent House
4. Intellectual Property Center, 28 Upper McKinley Rd.
5. LOVALI
6. Lovali – Marca oficial