The Chinese name 梦希兰 is romanised as Meng Xi Lan, producing the international spelling MENGXILAN. An international trademark publication explains the three Chinese components approximately as “Dream,” “Hope,” and “Blue,” respectively, while noting that the complete expression does not have a fixed meaning as a phrase.1 The name therefore has a strongly aspirational and beauty-oriented character, although it would be misleading to describe “Dream Hope Blue” as an official English translation of the brand name.

The trademark owner is Guangzhou Mengxilan Cosmetics Co., Ltd., a Chinese cosmetics company whose address is recorded as Room 1015, 10/F, Hongxing Building, No. 238 Jin Zhong Heng Road, Baiyun District, Guangzhou, Guangdong, China. This address appears consistently in international trademark documentation for both MENGXILAN and the related MERCILEN mark.1

Some commercial sources describe the company as having been established in 2013, but this date should be treated as secondary-source information rather than a firmly established fact, as no authoritative corporate registry record confirming it has been identified in available searches. One marketplace source specifically describes Guangzhou Mengxilan Cosmetics Co., Ltd. as founded in 2013.

2019: Internationalisation of MENGXILAN

A significant documented milestone is the international trademark filing for MENGXILAN in September 2019. The Madrid System record identifies the following details:1

• Mark: MENGXILAN
• International Registration No.: 1491858
• Holder: Guangzhou Mengxilan Cosmetics Co., Ltd.
• Filing date: 4 September 2019
• Trademark class: Class 3
• Goods: Cosmetics, depilatory preparations, shampoos, sunscreen preparations, anti-freckle creams, beauty milks, cosmetics for animals, bath cosmetics, essential oils and hair conditioners

The mark subsequently appeared in international trademark systems covering multiple markets. A UK trademark record, for example, shows MENGXILAN as registered, with registration dated 17 March 2020.2

2021–2023: MERCILEN

The company subsequently developed another cosmetics trademark, MERCILEN. MERCILEN was filed internationally on 3 November 2021 under International Registration No. 1668852. Its registered product scope includes shampoos, cosmetic lotions, cosmetics, facial cleansers, skin-whitening creams, essential oils, bath preparations, sunscreen, beauty masks and blemish-related cosmetic products.1

In the United States, the MERCILEN trademark was registered on 7 March 2023 as Registration No. 6,993,982, according to trademark records.3 It is important to note that MENGXILAN and MERCILEN should not automatically be treated as the same brand name; they are separate marks associated with the same Guangzhou company.

MengXiLan’s documented trademark portfolio indicates a broad mass-market beauty and personal care positioning rather than a narrowly specialised skincare brand.

Skincare

The brand’s registered product categories include facial cleansers, cosmetic creams and lotions, beauty masks, anti-freckle products, skin-whitening products, sunscreens, bath preparations and essential oils. The later MERCILEN trademark similarly covers facial cleansers, beauty masks, sunscreen and cosmetic lotions.1

Haircare

Hair-related products are another established category. The original MENGXILAN trademark specifically covers shampoos and hair conditioners. The broader MERCILEN filing also includes shampoos and hair-related cosmetic products.1

Hair removal and depilatory products

Depilatory preparations are explicitly included in the MENGXILAN trademark specification.1 Online product listings also show MengXiLan-branded depilatory products originating from Guangzhou, including products marketed for legs, arms and underarms.4

Makeup

There is evidence of MengXiLan makeup products in Asian beauty retail channels. For example, a Korean cosmetics community and retail site lists a MENGXILAN Professional Makeup Base.5 This suggests the brand’s actual commercial assortment is broader than the core categories listed in its original international trademark registration.

Based on its trademark portfolio and publicly visible products, MengXiLan appears to operate in the affordable, mass-market Chinese beauty segment rather than positioning itself as a luxury European- or Korean-style prestige cosmetics house. Its portfolio is notable for covering several everyday beauty needs, spanning skincare, sun protection, haircare, hair removal, makeup and body or bath care. This broad assortment is characteristic of a cosmetics company attempting to serve consumers across multiple stages of a beauty routine.

However, precise claims such as “premium,” “natural,” “organic,” “dermatologist-developed,” or “clean beauty” should not be attached to MengXiLan without additional primary-source evidence.

MengXiLan is notable from an internationalisation perspective because its trademark activity extends beyond China. The original MENGXILAN Madrid registration has been associated with numerous designated territories, and the company’s later MERCILEN registration also shows international activity. Trademark records document activity involving markets including the United Kingdom, United States, Canada, Thailand, Indonesia, Cambodia, South Korea, India and other jurisdictions.26

The WIPO-related record for MERCILEN specifically shows international trademark activity, while Canadian records show Guangzhou Mengxilan Cosmetics Co., Ltd. as the applicant for MERCILEN in Canada.6 This indicates that the company has made a deliberate effort to protect and commercialise its cosmetics brands internationally, making MengXiLan more than a purely domestic Chinese trademark.

MENGXILAN is the company’s original and documented brand name associated with the Chinese name 梦希兰. MERCILEN is a separate trademark owned by the same company. The two therefore appear to belong to the same corporate cosmetics portfolio, but they should not be presented as simply two spellings of the same brand. The distinction is supported by separate international registrations:1

• MENGXILAN: IR 1491858, filed in 2019
• MERCILEN: IR 1668852, filed in 2021

Available product records identify Guangzhou, China as the origin for MengXiLan products, and trademark documentation identifies Guangzhou Mengxilan Cosmetics Co., Ltd. as the rights holder.4 It is therefore reasonable to describe MengXiLan as a Chinese cosmetics brand from Guangzhou.

What is less clear from publicly available sources is the precise division between products manufactured directly by Guangzhou Mengxilan Cosmetics Co., Ltd., third-party or OEM manufacturing, authorised private-label products, and products sold through international distributors. Some marketplace listings explicitly use terminology associated with private-label or export supply, so individual products should be evaluated separately rather than assuming every MengXiLan product is made in one company-owned factory.4

MengXiLan does not appear to have the same level of international mainstream recognition as large Chinese beauty brands such as Florasis, Perfect Diary or Proya. Its visibility appears more concentrated in Chinese cosmetics distribution, cross-border e-commerce, wholesale channels, Southeast Asian markets and selected international online marketplaces. That said, the company’s international trademark filings demonstrate that it has pursued overseas brand protection rather than relying exclusively on the domestic Chinese market.

Publicly indexed listings show products such as 24K-gold and hyaluronic-acid eye cream, depilatory products, collagen and peptide facial-mask sets, makeup base, sunscreen and various whitening or brightening products.4 These examples illustrate the breadth of the portfolio, although the existence of a product listing does not by itself establish that the product is currently sold, officially distributed or manufactured directly by the brand.

It is important to distinguish that trademark registration is not the same as product approval or efficacy certification. The international trademark record establishes that Guangzhou Mengxilan Cosmetics Co., Ltd. has registered and protected its marks for specified categories of goods. For example, MENGXILAN is documented in Class 3, while MERCILEN has also been protected in Class 3.1

Individual cosmetics, however, can have separate national notification, registration, ingredient and regulatory requirements depending on the country in which they are sold. For example, Chinese product listings can contain individual cosmetic filing numbers, but these should be checked product-by-product rather than interpreted as evidence that the entire brand has one universal certification.4

MengXiLan (梦希兰 / MENGXILAN) can best be described as a Guangzhou-based Chinese cosmetics and personal care brand owned by Guangzhou Mengxilan Cosmetics Co., Ltd. Its documented history goes back at least to international trademark activity in 2019, with a portfolio covering skincare, haircare, sunscreen, depilatory products, essential oils, bath products and makeup.1

The company has also developed the separate MERCILEN trademark and has pursued trademark protection across a substantial number of international markets, indicating an export and cross-border expansion strategy.1 The most significant caveat is that publicly available information about the company’s founders, revenue, factory ownership, R&D facilities, distribution network and official brand strategy is sparse. Consequently, claims frequently appearing on marketplace pages about the company’s size, history, technology, ingredients or market position should be treated cautiously unless supported by primary documentation.

1. Microsoft Word – JO_20191118_Madrid
2. MENGXILAN, A United Kingdom Trademark of Guangzhou MengxilanCosmetics Co., Ltd.. Application Number: UK00801491858 :: Trademark Elite Trademarks
3. MERCILEN Trademark | Trademarkia
4. Набор для депиляции «Mao Di» от Mengxilan, 10 одноразовых саше по 6 г, для рук, ног и подмышек, увлажняющий — Купить оптом из Китая | АзияОптом
5. 멩시란(MENGXILAN) – 언니의파우치
6. September 4, 2019 Trademark Trademarks :: Trademark Resources :: Justia Trademarks