Brand directories consistently describe MIDULI as a maternity clothing brand founded in 2016 in Guangzhou.13

MIDULI emerged in 2016, initially positioning itself around maternity clothing rather than conventional women’s fashion. Its concept was to adapt everyday clothing to the physical changes experienced during pregnancy while maintaining a fashionable appearance.

According to Chinese business and brand listings, MIDULI was launched through Tmall, China’s major e-commerce marketplace, and subsequently expanded its maternity fashion assortment. One company profile states that the brand was launched on Tmall in 2016 and describes it as part of the broader Yinggeen (婴格恩) business group. The same profile claims that MIDULI experienced rapid growth and was highly ranked among Tmall maternity wear brands during 2017–2021. These performance claims come from a company recruitment profile rather than an independently audited market report and should be treated as company-reported information.10

Over time, the brand expanded beyond basic maternity clothing into products intended for different stages of motherhood, including pregnancy, postpartum wear, and breastfeeding.

MIDULI’s central proposition is fashionable clothing adapted to pregnancy and motherhood. Rather than treating maternity clothing simply as oversized apparel, the brand’s publicly described approach emphasizes comfort, freedom of movement, breathability, moisture absorption, adjustability as the body changes, ease of dressing, breastfeeding accessibility, and everyday fashion.3

Chinese brand descriptions specifically characterize MIDULI’s designs as relatively loose and comfortable, with attention to ventilation, sweat absorption, seasonal warmth or cooling, and ease of dressing. This places MIDULI between traditional functional maternity wear and fast-fashion e-commerce maternity labels.3

MIDULI’s product portfolio covers multiple categories of maternal apparel.

Maternity trousers

Maternity pants are one of the brand’s most prominent categories. Examples found in current Chinese marketplace and ranking data include maternity wide-leg trousers, straight-leg maternity pants, casual maternity trousers, maternity jeans, belly-support trousers, seasonal maternity pants, lightweight summer pants, and autumn or winter maternity trousers. Recent 2026 ranking pages continue to list MIDULI among maternity trouser brands, including products described as wide-leg, straight-leg, and adjustable-waist designs.6 The design objective is generally to accommodate a growing abdomen without creating excessive pressure around the waist.

Maternity tops

MIDULI produces a variety of tops, including T-shirts, long-sleeved tops, shirts, blouses, casual tops, seasonal base layers, and loose-fit maternity tops. Some products use cotton or cotton-blend fabrics. For example, one MIDULI maternity long-sleeve product is listed as containing 92.7% cotton and 7.3% polyurethane or elastane, with versions intended for cooler weather.2

Maternity dresses

Maternity dresses form another part of the brand’s catalog. These are generally designed with additional room around the abdomen and silhouettes that remain suitable as pregnancy progresses. Listings accessible to Philippine consumers through platforms such as Lazada have included MIDULI maternity dresses marketed for summer wear.14

Nursing and breastfeeding clothing

An important extension of MIDULI’s product line is nursing wear. Products include nursing tops, breastfeeding shirts, nursing underwear, nursing homewear, postpartum clothing, and breastfeeding-friendly dresses and tops. The brand’s presence in resale marketplaces also shows a range of MIDULI nursing tops and breastfeeding garments.3 This reflects a broader strategy in which many products are designed around the pregnancy, postpartum, and breastfeeding lifecycle rather than ending their usefulness at childbirth.

Postpartum and homewear

MIDULI is also associated with postpartum pajamas, maternity sleepwear, “month-of-confinement” clothing (月子服), homewear, and postpartum nursing sets. Chinese maternity brand rankings continue to list MIDULI in categories such as postpartum sleepwear, nursing sets, maternity nightdresses, and postpartum clothing.7

A recurring theme in descriptions of MIDULI is the combination of comfort and appearance. The brand’s maternity clothing is designed around the fact that pregnancy changes body proportions significantly. Instead of simply increasing garment dimensions, maternity garments may use stretch fabrics, adjustable waist systems, expanded abdominal areas, loose silhouettes, elastic panels, nursing openings, and longer or modified cuts. The stated objective is to allow women to remain comfortable while retaining a sense of personal style. A company profile associated with the brand describes its philosophy in terms of allowing pregnant women to maintain their individuality and fashion preferences rather than restricting them to purely functional clothing.3

MIDULI is frequently associated with cotton and cotton-blend fabrics, particularly in basic maternity and nursing products. The emphasis on cotton is consistent with the brand’s stated priorities of softness, breathability, sweat absorption, skin comfort, and everyday wearability. However, the actual material composition varies considerably from product to product, and it would be inaccurate to describe every MIDULI garment as 100% cotton. For example, a listed MIDULI long-sleeve maternity garment uses a cotton and elastane blend.2

There is a notable trademark history surrounding the MIDULI name. A Madrid-system international trademark registration, No. 1533081, was filed on May 6, 2020, covering clothing-related goods under Class 25.1112 The Philippine Intellectual Property Office’s 2020 Gazette records the mark as MIDULI and identifies the holder as Guangzhou Yinggeen Trading Co., Ltd. The goods included clothing, hosiery, shoes, gloves, knitwear, layettes, and headwear.4

The same registration explains that the Chinese mark consists of three Chinese characters with meanings individually corresponding roughly to “meter/rice,” “degree,” and “beautiful.”4

There is also a U.S. trademark record for MIDULI corresponding to the same international registration. That record shows the U.S. application was ultimately abandoned in 2021 because of failure to respond, while the underlying international registration information remained documented.5

Corporate entities

Public sources show two company names associated with MIDULI:

• Guangzhou Jianglipin Trading Co., Ltd. — identified by multiple Chinese brand directories as the company behind or operating the consumer brand.10
• Guangzhou Yinggeen Trading Co., Ltd. — identified as the holder of the 2020 international MIDULI trademark registration in the Philippine IPO Gazette.4

These may represent different entities within the same business group or different roles in the brand’s corporate structure. Available public sources do not establish the precise corporate relationship clearly enough to state that they are the same company.

MIDULI is strongly associated with Chinese e-commerce. Its products have appeared through major online retail channels, including Tmall and JD-related listings, as well as international marketplaces. Current product-ranking pages continue to show MIDULI maternity clothing being sold in China, including maternity trousers, shirts, and tops.6

The brand also has an international online presence relevant to Philippine consumers. MIDULI maternity products appear in listings accessible through Shopee Philippines and Lazada, including nursing tops, maternity dresses, and other maternal apparel.14 Pre-owned or resale items have also been listed on platforms such as Carousell Singapore, indicating cross-border circulation within Southeast Asia.15 Although MIDULI is primarily a Chinese maternity brand, its products can be encountered by customers outside China through cross-border e-commerce channels commonly used in the Philippines.

MIDULI is generally positioned as a mass-market or affordable maternity fashion brand rather than a luxury maternity label. Chinese brand-ranking sources explicitly classify it as a 平价品牌 (“affordable/value-oriented brand”).9

Its competitive proposition focuses on practical maternity functionality combined with fashionable styling and accessible pricing. This makes it comparable to the broader category of online-first maternity fashion brands that use e-commerce to offer large product selections at relatively accessible price points.

MIDULI appears frequently in Chinese online maternity wear rankings. For example, 2026 ranking data places MIDULI highly in categories including maternity trousers, loose maternity trousers, maternity shirts, maternity and postpartum clothing, nursing clothing, and maternity leggings.678

One 2026 maternity-trouser ranking places MIDULI at No. 3, while another 2026 maternity-shirt ranking lists it at No. 1. These rankings should be interpreted as commercial or consumer-ranking-site assessments rather than official industry market-share statistics.613

A separate brand database reports a customer-positive rating of approximately 95%, although the methodology behind that score is not independently documented.10

Public company profiles associate MIDULI with a larger Chinese maternal and apparel business ecosystem known as Yinggeen (婴格恩). One recruitment and company profile describes the wider group as having been established in 2007, with activities spanning product development, brand building, sales, customer service, logistics, and supply chain management. It identifies MIDULI as one of the group’s brands and states that the group had more than 500 employees at the time of the profile. These figures are sourced from a recruitment page rather than an independently verified corporate filing.10

MIDULI’s identity can be summarized around four major concepts:

• Pregnancy without sacrificing style: The brand treats maternity clothing as fashion rather than merely medical or utilitarian apparel.
• Comfort during physical change: Garments are designed around the changing shape of the body during pregnancy.
• Continuity into motherhood: The range extends from pregnancy into breastfeeding and postpartum life.
• Accessible fashion: The brand targets ordinary consumers through e-commerce and relatively affordable pricing rather than luxury positioning.

As of 2026, MIDULI remains visible in Chinese online maternity fashion categories and continues to be associated primarily with maternity trousers, maternity tops, nursing clothing, and postpartum wear. Current ranking pages show the brand continuing to appear in multiple maternity categories, suggesting that its product strategy remains centered on the broader maternity-to-postpartum apparel market.9

Its international visibility, including in the Philippines, appears to be driven substantially by cross-border e-commerce rather than by a network of physically recognizable stores.

1. 米度丽品牌_米度丽牌子口碑
2. Miduli Maternity Long Sleeve Top – Autumn/Winter Velvet Lining
3. miduli Products for Sale up to 90% Off Retail: Poshmark
4. Microsoft Word – JO_20200917_Madrid
5. MIDULI Trademark – Serial Number 79286463 :: Justia Trademarks
6. 2026年宽松孕妇裤十大品牌排行榜-排行榜123网
7. 2026年孕产妇月子服十大品牌排行榜-排行榜123网
8. 2026年上开扣哺乳文胸十大品牌排行榜-排行榜123网
9. 2026年时尚孕妇装十大品牌排行榜-排行榜123网
10. 米度丽品牌介绍-米度丽是哪个国家的品牌|怎么样|什么档次-开发豆
11. May 6, 2020 Clothing Trademarks :: Trademark Resources :: Justia Trademarks
12. Browse May 6, 2020 Trademarks by Filing Date :: Trademark Resources :: Justia Trademarks
13. M开头的广东孕妇衬衫品牌-品牌排行榜网
14. www.lazada.com.ph
15. MIDULI Mint Polo Shirt – Maternity / loose fit, Women’s Fashion, Maternity wear on Carousell