About Menow
Menow (also styled as MeNow; Chinese: 美诺) is a Chinese cosmetics and makeup brand associated with Shantou Qiwei Industry Co., Ltd., a manufacturer based in Shantou, Guangdong. The brand focuses on affordable color cosmetics, offering products across complexion, eye makeup, lip products, tools, and makeup removers. Menow is notable for establishing an international distribution network early in its history before re-entering the domestic Chinese market.[1]
In the Philippines, Menow has established a formal regulatory presence through product notifications filed with the Philippine Food and Drug Administration (FDA). These registrations, linked to local distributor Ever Bilena Cosmetics, Inc., confirm the brand’s legitimate entry into the Philippine cosmetics market beyond informal import channels.
Overview
| Field | Information |
|---|---|
| Brand name | Menow / MeNow / 美诺 |
| Industry | Cosmetics and beauty |
| Origin | Shantou, Guangdong, China |
| Established | 2005 |
| Parent company | Shantou Qiwei Industry Co., Ltd. |
| Category | Color cosmetics, makeup and beauty products |
| Major product categories | Foundation, powder, concealer, eyeliner, mascara, eyebrow products, eyeshadow, lipstick, makeup removers and tools |
| Brand positioning | Accessible and affordable cosmetics with skincare-oriented formulations |
| International markets | United States, United Kingdom, France, Japan, Europe, Africa, Middle East, Southeast Asia |
Shantou Qiwei Industry Co., Ltd. operates as an integrated cosmetics enterprise engaged in research and development, manufacturing, sales, and OEM/ODM production. Industry directories identify the company as having extensive experience in cosmetics manufacturing and list Menow among its proprietary brands.[1]
History
2005–2007: Establishment and early products
Menow was established in 2005 with a focused range of makeup pencils, specifically eyebrow pencils and eyeliners. Early exports targeted markets in Southeast Asia and the Middle East. By 2007, the brand had expanded beyond pencils into broader product series, marking its transition from a niche category player to a comprehensive cosmetics brand.
2008: Expansion into the Middle East
A significant milestone in the brand’s international expansion was the opening of its first specialty store in Dubai in 2008. Historical narratives emphasize this move as a strategic step in building an overseas presence rather than relying solely on the domestic Chinese market.
2009–2011: International expansion
Menow entered European markets by 2009. By the end of 2011, distribution had expanded to include the United States, United Kingdom, France, Japan, Eastern Europe, Africa, and the Middle East. Historical industry profiles state that Menow trademarks were registered or certified in over 50 countries, while other sources cite applications in 32 jurisdictions; these figures reflect different reporting periods and should be viewed as historical claims.[1]
2012: Return to the Chinese market
After establishing an overseas footprint, Menow returned to the Chinese domestic market in May 2012. The relaunch included product lines such as Lace Temptation and Chocolate Silky, marketed primarily through emerging online commerce channels. This period marked the brand’s evolution into a recognizable consumer-facing label within China.
Brand philosophy
Menow has historically operated under the slogan “Adding colour to people’s lives” (Chinese: 妆点生命新色彩). A core component of its positioning is the concept of “skincare makeup,” which promotes cosmetics formulated with skincare considerations rather than purely decorative functions. Brand descriptions emphasize gentle, skin-conscious formulations, though such claims represent marketing positioning rather than independently verified clinical efficacy.[2]
Product range
Menow’s portfolio has grown significantly from its original pencil-based lineup to encompass a full spectrum of color cosmetics and accessories.
Face makeup
The brand produces various complexion products including foundations, BB creams, concealers, pressed powders, loose setting powders, blushes, and primers. Current international retail listings feature items such as Matte Loose Setting Powder, Matte Setting Powder, and Creamy Seamless Concealer.[3]
Eye makeup
Eye products remain a core category for Menow. The range includes eyebrow pencils, eyeliners, liquid eyeliners, mascaras, and eyeshadow palettes. Available products include Heartbeat Fine Liquid Eyeliner, 2-in-1 Smooth Eyeliner & Remover Pen, and Dream Play 9 Colors Eyeshadow Palette.[3]
Lip products
Menow manufactures lip cosmetics including lipsticks and lip glosses. Trademark and industry records consistently list lipstick and related lip products as key categories for the brand.[4]
Makeup removal and accessories
The modern assortment extends to maintenance and application tools. Retail listings include Avocado Makeup Remover Wipes, Flower Talk Makeup Remover Oil, and DUDU Duck-series makeup brushes.[3]
Manufacturing and corporate background
Menow is manufactured by Shantou Qiwei Industry Co., Ltd., an integrated cosmetics enterprise involved in R&D, manufacturing, sales, and OEM/ODM services. Production capabilities cover makeup pencils, lip gloss, lipstick, eyeliner, mascara, concealer, foundation, powders, and BB creams.
Industry profiles indicate that Shantou Qiwei Industry was founded in 1996, predating the launch of the Menow brand in 2005. This distinction highlights that Menow is a consumer brand backed by an established manufacturing entity.[1]
International presence
Menow positions itself as an internationally oriented Chinese cosmetics brand. Historical materials report distribution across the United States, United Kingdom, France, Japan, Eastern Europe, Africa, the Middle East, and Southeast Asia. Contemporary retail platforms continue to carry the brand, confirming its ongoing international availability.[3]
In Vietnam, Menow maintains a dedicated online presence directing customers to platforms such as Shopee, TikTok, and Lazada.[5]
Menow in the Philippines
Menow has a documented presence in the Philippine cosmetics market through official regulatory channels. Records from the Philippine Food and Drug Administration (FDA) show that Menow-branded products have been formally notified under Ever Bilena Cosmetics, Inc.
Specific registrations include:
* Menow Compact Powder: Notified in 2020 under Ever Bilena Cosmetics, Inc.
* Menow Air Filter Setting Loose Powder: Issued on August 8, 2025, under Ever Bilena Cosmetics, Inc.
These FDA notifications demonstrate that Menow operates within the formal Philippine distribution and notification system, distinguishing it from unregistered gray-market imports.
Positioning and price segment
Menow targets the mass-market and affordable makeup segment rather than the luxury sector. Products are typically priced accessibly, particularly on Asian e-commerce platforms where eyeliners, concealers, powders, and palettes are listed at budget-friendly price points.[3] Some Chinese brand directories characterize Menow as a mid-range brand, though actual retail positioning varies by country and distributor.[6] Overall, it is best described as an affordable-to-mid-priced color cosmetics brand of Chinese origin with international distribution.
Brand identity
The brand’s identity has evolved from traditional beauty concepts emphasizing glamour and fashion-oriented colors to a more playful, trend-driven aesthetic. Recent collections feature themed packaging and character-oriented designs such as Rabbit Edition, Cartoon Dragon Edition, and DUDU Duck. This shift combines traditional affordable manufacturing with social-commerce-friendly product design.[3]
Notable product families
Key product lines associated with Menow include:
* Lace Temptation: Mascara and eye products
* Chocolate Silky: Complexion and face makeup
* Dream Play: Eyeshadow palettes
* Heartbeat: Liquid eyeliner
* Matte Loose Setting Powder: Complexion and setting
* Rabbit Edition: Themed loose setting powder
* Cartoon Dragon Edition: Themed pressed powder
* DUDU Duck: Makeup accessories
* Flower Talk: Makeup removal products
Assortments vary over time and across different markets.[3]
Trademark and intellectual property
Menow has been the subject of trademark registrations in multiple jurisdictions. Historical information cites applications in numerous countries, and recent U.S. trademark records show continued filings related to the brand.[4] As ownership and registration status can change, national trademark databases provide the most current legal information.
Relationship with Qiwei
The corporate structure links Shantou Qiwei Industry Co., Ltd. directly to Menow. Qiwei serves as the underlying manufacturer and also manages other brands, including Miss & Mrs and Menow Bighsee.[1] This relationship places Menow within a broader cosmetics manufacturing and OEM/ODM operation rather than as an isolated label.
