The brand’s official Linktree currently lists dedicated channels and storefronts for Vietnam, Indonesia, the Philippines, and Thailand, illustrating its expansion across Southeast Asia.[2]

Mlen Diary emerged from China’s professional eyelash and beauty manufacturing ecosystem. A Chinese brand profile describes the company behind the brand as Shenzhen Milan Beauty Makeup Co., Ltd., based in Shenzhen, noting that the brand was built on experience in the eyelash industry combined with technology, quality, and new approaches to lash beauty.[3]

Trademark documentation provides a concrete paper trail. MLEN DIARY was filed as a U.S. trademark on March 16, 2022, with Shenzhen Milan Beauty Makeup Co., Ltd. listed as the owner, and the mark was subsequently registered on April 25, 2023. The listed goods cover cosmetics, lipstick, makeup, false eyelashes, eyelash adhesives, eyelid tapes, false nails, nail products, and related beauty items.[1]

The brand is also documented in the Philippines. A Philippine Intellectual Property Office publication dated May 29, 2024, lists an MLEN DIARY application filed by Shenzhen Milan Beauty Makeup Co., Ltd. for a wide range of Class 3 beauty products, including false eyelashes, mascaras, eyeliners, cosmetics, skincare preparations, and eyelid tapes.[4]

More recent trademark records show Shenzhen Mlen Biotechnology Co., Ltd. associated with the MLEN DIARY mark in several jurisdictions. For example, Malaysia’s 2026 Intellectual Property Official Journal lists MLEN DIARY under Class 3 with Shenzhen Mlen Biotechnology Co., Ltd. as the applicant.

Mlen Diary differentiates itself from traditional false-eyelash brands by treating eyelashes as a DIY beauty technology rather than simply disposable makeup accessories.

The brand describes its approach around four values in its Chinese brand profile:

• Truth / 求真
• Innovation / 创新
• Excellence / 极致
• Benefit to users / 利众

The same profile states that the brand encourages consumers to use different lash designs as a way of expressing their individual ideas about beauty.[3]

In practical terms, this translates into products designed to address common problems with conventional falsies, such as difficult application, visible lash bands, excessive weight, messy glue, unnatural appearance, and the need to visit a salon.

False eyelashes

False eyelashes are the brand’s core category. Its Philippine storefront currently lists conventional individual and cluster lashes alongside magnetic and glue-free designs. Products include reusable individual lashes, segmented cluster lashes, natural daily styles, and various curl and length options.

Examples of product families and styles associated with Mlen Diary include:

• Cluster eyelashes
• Individual/segmented lashes
• DIY eyelash extensions
• Magnetic eyelashes
• Glueless/self-adhesive eyelashes
• Natural daily lashes
• Dramatic/fashion lashes
• 6D cluster lashes
• Different curl and length combinations

The brand spans both the beginner makeup-user market and consumers looking for an at-home lash-extension experience.

Glueless lashes

One of Mlen Diary’s most distinctive directions is the glue-free lash. Its Philippine store carries several glue-free and self-adhesive products, including Halo and other upgraded designs marketed around easier application and the avoidance of traditional lash glue. This supports the brand’s central proposition that beauty should be convenient rather than technically difficult.

Magnetic lashes

Mlen Diary also develops magnetic lash systems. Media reports have described a soft magnetic-lash series as antibacterial and designed for repeated use, with some versions reusable up to 300 times.[5] The Philippine store similarly lists reusable soft magnetic false eyelashes.

Lash adhesives and removers

Although strongly associated with glue-free products, the brand also sells conventional lash adhesive systems. One notable product is a 2-in-1 Eyelash Adhesive & Remover, which combines an application adhesive with a remover in a dual-ended format designed to simplify both application and removal.[5]

Eyelid tapes

Mlen Diary sells double-eyelid and eyelid tapes, a product category aimed at enhancing the appearance of the eyes. Trademark records explicitly list double-eyelid tapes among the brand’s registered goods.[6]

Other beauty products

The brand’s trademark portfolio is considerably broader than eyelashes. Registered and listed categories include:

• Lipsticks
• Makeup
• Eyeliner pencils
• Mascara
• Cosmetic pencils
• Makeup removers
• Nail polish
• False nails
• Nail-care products
• Skincare cosmetics
• Hair lotions
• Cotton cosmetic products
• Cosmetic adhesives[6]

Philippine marketplace listings also currently include products such as a tinted lip balm alongside the lash range.

A significant part of Mlen Diary’s identity is its emphasis on product engineering. Company materials describe its DNA using concepts such as “black technology,” high quality, and new ways of using lashes, while press materials state that the brand’s R&D team has more than 15 years of professional eyelash-industry experience.[3][5]

The objective is to reproduce the visual impact of professional lash services while reducing the skill barrier. This is evident in the technological progression across the range:

Traditional falsies → cluster/DIY lashes → magnetic lashes → glue-free/self-adhesive lashes

This progression allows Mlen Diary to target consumers seeking increasingly convenient methods for achieving a customized lash look.

Mlen Diary focuses particularly on younger, beauty-conscious consumers, including Gen Z, office workers, and fashion-oriented individuals. A company database describes its target audience as “Z Generation,” white-collar, and fashionable consumers seeking diverse and playful eyelash beauty tools.[7]

Its product strategy reinforces this positioning through:

• Affordable entry-level products
• Easy DIY application
• Reusable products
• Numerous lash styles
• Cute and fashion-oriented designs
• Natural as well as dramatic options
• Strong presence on social-commerce platforms

These factors make the brand particularly compatible with the TikTok, Instagram, and Shopee beauty ecosystem.

Southeast Asia is an important growth region for Mlen Diary. The brand’s official Linktree provides separate market links for Vietnam, Indonesia, the Philippines, and Thailand, including local social media accounts and shopping platforms.[2]

The Philippines is particularly visible online. The brand’s Shopee storefront currently has tens of thousands of followers and carries a substantial selection of MLEN DIARY products, with another Philippine storefront displaying more than 200,000 followers.

The brand has also built visibility in Indonesia. Media coverage in 2025 described Mlen Diary as a beauty brand focusing heavily on eyelash innovation and reported its receipt of the 2025 Health & Beauty Brand Choice Award in the false-eyelash category.[5]

In 2025, Mlen Diary was reported to have received the 2025 Health & Beauty Brand Choice Award from TRAS N CO Indonesia and Infobrand.id in the false-eyelash category.[5]

Award coverage highlighted the company’s emphasis on:

• Product safety
• Product design
• DIY application
• Reusability
• At-home salon-like results
• Innovation in false-eyelash technology

These claims come primarily from brand and press coverage rather than independent technical evaluation.

Mlen Diary has developed a substantial presence on beauty-review and marketplace platforms.

Female Daily currently lists 10 Mlen Diary products, including M-Style DIY Cluster Eyelashes, Baby Comic False Eyelashes, Glueless Falsies, the 2-in-1 Lash Bond & Remover, and several collaboration products. Listed products generally have positive user ratings, although the number of reviews varies considerably by product.[8]

On Shopee Philippines, individual MLEN DIARY products show hundreds to thousands of sales, with several products carrying ratings around 4.7–5.0 out of 5. These marketplace figures indicate consumer traction but should not be treated as independently audited sales or quality statistics.

Mlen Diary’s product assortment emphasizes character-driven and cute visual design. For example, Female Daily lists collaborations such as the Mlen Diary × Pimoo Capybara lash series.[8]

This naming and collaboration strategy fits the brand’s Gen-Z-oriented positioning, presenting eyelashes not only as functional beauty products but also as a way to experiment with different identities and aesthetics.

Mlen Diary sits between traditional false eyelashes and professional lash extensions, using DIY-friendly product design and beauty technology to make customized lash looks easier to achieve at home. Its competitive advantages lie in specialization in eye beauty, product innovation, convenience, and variety rather than in being a conventional cosmetics house.

Compared with traditional false lashes

Mlen Diary emphasizes:

• Easier application
• Lighter and softer designs
• Individual and cluster formats
• Reusable products
• Magnetic and glue-free technology
• More customized looks

Compared with salon lash extensions

Its proposition includes:

• Lower commitment
• DIY application
• No salon appointment
• Ability to change styles frequently
• Potentially reusable products
• Lower barrier for beginners

Mlen Diary’s visual and commercial identity is young, feminine, playful, experimental, and technology-oriented. Rather than presenting beauty as requiring professional expertise, the brand communicates that consumers can experiment with their appearance themselves.

This aligns with the company’s stated philosophy that eyelashes should help people express their individual ideas about beauty rather than conform to a single definition of attractiveness.[3]

The name MLEN DIARY is formally protected as a trademark in multiple markets.

In the United States, the trademark record shows registration No. 7,035,538, covering Class 3 beauty products, with Shenzhen Milan Beauty Makeup Co., Ltd. as the registrant. The recorded first-use dates are February 8, 2022, and first use in commerce February 10, 2022.[6]

The mark has also appeared in intellectual-property records in countries including the Philippines, Malaysia, and Argentina, although the corporate entity associated with the filing varies between Shenzhen Milan Beauty Makeup Co., Ltd. and Shenzhen Mlen Biotechnology Co., Ltd.[4]

1. MLEN DIARY Trademark Application of Shenzhen Milan Beauty Makeup Co., Ltd – Serial Number 97315111 :: Justia Trademarks
2. Mlen Diary Official Official: TikTok, Instagram, Facebook | Linktree
3. 米兰日记MLEN DIARY简介-米兰日记假睫毛-十大品牌网CNPP
4. Intellectual Property Center, 28 Upper McKinley Rd.
5. Bulu mata praktis, cantik instan-inovasi terbaru dari Mlen Diary! – ANTARA News Riau
6. [Non-Final Action [99217911]](https://tmng-al.uspto.gov/resting2/api/casedoc/cms/case/99217911/office-action/OfficeAction7961569.pdf)
7. MLEN Diary – Products, Competitors, Financials, Employees, Headquarters Locations
8. Female Daily – Beauty Reviews