U.S. trademark records identify Guangzhou Shenglue Trade Co., Ltd. as the original applicant and owner of the MONLEYTA mark. The application was filed on June 24, 2021, covering products such as lipstick, perfume, beauty masks, eyebrow pencils, false eyelashes, hair products, nail polish, sunscreen, and other Class 3 goods. 1

Trademark origins

The most definitive public record regarding MONLEYTA is its U.S. trademark application. Guangzhou Shenglue Trade Co., Ltd. filed the MONLEYTA word mark on June 24, 2021, under serial number 90794111. This filing encompassed a wide array of beauty and personal care items, including lipsticks, perfumes, beauty masks, false eyelashes, eyebrow pencils, hair conditioners, nail polish, sunscreen, essential oils, bath salts, soaps, and dentifrices. 1

The trademark documentation explicitly states that “MONLEYTA” has no meaning in a foreign language, indicating that the name functions as a coined brand identifier rather than a term with a literal translation. 1

Focus on nail and eye beauty

While the initial trademark filing was broad, current marketplace activity indicates a more specialized focus. MONLEYTA (曼丽塔) is now particularly associated with wearable press-on nails and eye-beauty products. In Chinese retail databases, the brand is listed for items such as reusable false eyelashes and eyelash curlers. A flagship store identified as “monleyta曼丽塔旗舰店” operates within the Tmall ecosystem, reinforcing this specific product alignment.

Press-on nails

Press-on and wearable nails constitute one of MONLEYTA’s primary product categories. Listings describe these items as 可穿戴甲 (“wearable nails”) and 可反复使用 (“reusable”). The assortment includes:

• Finished wearable nail sets
• Short and medium-length press-on nails
• French-style and handmade designs
• Seasonal collections
• Reusable nail sets
• Nail adhesives, including jelly/gel tabs and UV-curable solid glues

The inclusion of specialized adhesives suggests the brand targets consumers interested in DIY manicures and ready-made nail styling rather than traditional nail polish.

False eyelashes

MONLEYTA offers false eyelash products designed for home application. Catalogs include glue-free self-adhesive lashes, reusable options, individual segmented lashes, “sunflower” style lashes, and beginner-friendly products. Certain listings on platforms like JD have accumulated hundreds of customer reviews, indicating significant distribution within China.

Eyelash curlers

The brand also retails eyelash curling tools. Available configurations include wide-angle curlers, partial lash curlers, and toothed designs.

Makeup

MONLEYTA appears in marketplace listings for general cosmetics and tools. These include eyeshadow palettes, highlighter and pearl eyeshadow pens, contour palettes, makeup brush sets, and eyebrow accessories. On Lazada Philippines, for example, the brand is listed for eyeshadow palettes and makeup brush sets. 2

Other lifestyle products

Marketplace listings occasionally feature the MONLEYTA name on non-cosmetic items such as footwear, travel gear, household goods, and stationery. 2 Consequently, not every listing bearing the brand name necessarily represents its core beauty business, as sellers may utilize broad catalogs that are difficult to verify independently.

MONLEYTA is characterized as an accessible, trend-oriented Chinese beauty brand focused on DIY applications. Its positioning emphasizes three key areas:

DIY beauty

Many products, particularly press-on nails, false eyelashes, and makeup tools, are designed for home use as alternatives to professional salon services.

Trend-driven aesthetics

Product descriptions frequently highlight fashion-forward concepts, including Korean-style aesthetics, seasonal designs, natural-looking makeup, and high-end appearances. The press-on nail range, for instance, features contemporary French and translucent styles suitable for beginners.

Affordability

The brand occupies the accessible segment of the beauty market. Price points on both Chinese and Southeast Asian platforms position MONLEYTA as an affordable option rather than a luxury or professional-grade line.

MONLEYTA relies heavily on e-commerce channels for distribution.

China

The brand maintains a presence in the Chinese online retail ecosystem through Tmall, JD, and other shopping platforms. A dedicated flagship store operates within the Tmall network.

Southeast Asia

Products are visible on platforms serving Southeast Asian consumers, indicating cross-border e-commerce exposure. In the Philippines, searches on Lazada reveal MONLEYTA items ranging from nail products and makeup to footwear. 2 Similarly, Shopee Philippines lists beauty products such as makeup brushes and eyeshadows under the brand name.

The strongest documented corporate link is to Guangzhou Shenglue Trade Co., Ltd., identified in U.S. trademark records as the original applicant for MONLEYTA in Class 3. 1 However, trademark ownership does not confirm that this entity manufactures all MONLEYTA products; the brand operator, distributor, and manufacturer may be distinct entities.

Reliable public information is insufficient to verify the brand’s exact commercial launch year, workforce size, annual revenue, manufacturing facilities, executive team, or global headquarters. Such details remain undocumented.

The brand is commonly represented as MONLEYTA / 曼丽塔. The Chinese characters 曼丽塔 appear in marketplace listings for press-on nails and beauty products. However, the U.S. trademark filing specifies that MONLEYTA itself has no foreign-language meaning. 1 Therefore, “MONLEYTA” should be regarded as a coined brand name rather than a direct translation of the Chinese characters or an English word.

MONLEYTA functions primarily as an e-commerce-native niche beauty brand rather than a globally established cosmetics corporation. Evidence of its market presence includes:

1. Trademark registration activity.
2. Product listings and stores on Chinese marketplaces.
3. Cross-border listings on Lazada and Shopee.
4. Customer reviews on retail platforms.

For example, specific false eyelash and eyelash curler listings on JD display over 100 customer reviews, confirming commercial activity. However, the brand’s scale differs significantly from major international players like L’Oréal, Maybelline, MAC, or Estée Lauder.

MONLEYTA fits within the category of Chinese e-commerce beauty brands specializing in affordable, trend-focused DIY products. Its identity appeals to consumers seeking salon-inspired aesthetics at home without professional appointments. The press-on nail segment is particularly notable for its emphasis on finished designs, reusability, and specialized adhesives.

1. MONLEYTA Trademark Application of Guangzhou Shenglue Trade Co., Ltd – Serial Number 90794111 :: Justia Trademarks
2. MONLEYTA | Pearl Eyeshadow Highlighter Pen Womens Makeup Waterproof Long-lasting Manliata Brand Eye Liner Pen Illuminating Enhancing Liquid