The current SEFUDUN online store identifies Merelin Ltd. at a Denver, Colorado address in its storefront footer.

One of the earliest readily identifiable U.S. trademark records for the name is an application filed on June 6, 2019, by Shenzhen Ai Li Wei Hua Zhuang Pin You Xian Gong Si. That application covered Class 3 products including cosmetics, essential oils, perfumery, hair lotions, cosmetic soaps, dentifrices, and skin-care preparations.1

The trademark subsequently appears in international registrations. A Chilean trademark record, for example, identifies Shenzhen Ai LiWei Cosmetics Co., LTD as the holder of an international SEFUDUN registration and lists cosmetics, essential oils, beauty masks, nail polish, mascara, skincare preparations, sunscreen, toothpaste, and shampoo among the covered products.

The brand is also registered in Canada. Canada’s intellectual-property database lists SEFUDUN as an active registered trademark, with registration dating to October 4, 2023, owned by Shenzhen Ailiwei Cosmetics Co., Ltd. The registered goods include beauty masks, body oils, cosmetics and makeup, essential oils, lipsticks, mascara, and skincare/whitening creams.2

Later U.S. filings associated with Merelin Ltd. extend the SEFUDUN name into additional categories, including advertising/retail services and various consumer products. Consequently, the trademark history is more complex than treating SEFUDUN as a single-company brand with one universally documented corporate owner.1

SEFUDUN’s current online catalogue is particularly broad. Its storefront describes collections including Facial Treatment, Essential Oils, Makeup, Teeth Cleaning, and Body Care.

Skincare

Skincare appears to be one of the brand’s principal product areas. Products currently listed include:

• Salicylic Acid Serum
• Fermented Rice Water Serum
• Super Vitamin C Serum
• Vitamin C Serum
• Dark Spot Serum
• Niacinamide Serum
• 3% Hyaluronic Acid Serum
• Ferulic Acid Serum
• Turmeric Serum
• AHA+BHA Serum
• Active Collagen Serum
• Caffeine Eye Lift Serum
• Apple Stem Cell Serum
• 24K Gold Peel Off Mask
• Double-Effect Lip Mask

The facial-treatment collection also includes products such as Face Lift Tape and Volcanic Ash Mud Body & Face Wash.

Essential oils and body care

SEFUDUN sells a number of products marketed around body care and essential oils, including:

• Anti-Stretch Mark Essential Oil
• Hip Up Firming Essential Oil
• Breast Enhance Essential Oil
• Ultra Brightening Spotless Oil
• Pure Aloe Vera Gel
• Depilatory Waxing Strips
• Armpit Antiperspirant Stickers
• Foot patches
• Toenail correction stickers
• Body and face wash

These products demonstrate that SEFUDUN’s positioning extends beyond conventional facial skincare into broader personal care.

Makeup

The brand also has a dedicated makeup collection. Listed products include:

• CC Cream
• Air Cushion CC Cream
• Strawberry Lip Mask
• Tattoo Lipstick Cotton Swabs

Hair and other personal care

SEFUDUN has also been associated with hair-growth products. A DailyMed document records packaging for a SEFUDUN Hair Growth Serum containing 5% minoxidil, identifying minoxidil as the active ingredient for hair regrowth treatment. Because this is a regulated drug product rather than simply a cosmetic, it should be distinguished from SEFUDUN’s ordinary skincare and beauty products.

Based on its product catalogue, SEFUDUN can broadly be characterised as a multi-category beauty and personal-care brand rather than a narrowly specialised skincare company.

Its product strategy appears to emphasise:

• Ingredient-focused skincare, with products centred on ingredients such as vitamin C, niacinamide, hyaluronic acid, salicylic acid, turmeric, and ferulic acid.
• Targeted beauty concerns, including dark spots, dullness, hydration, acne-related skincare, and signs of ageing.
• Body care, including oils, gels, patches, and other topical products.
• Beauty and cosmetics, including makeup and lip products.
• At-home beauty tools and accessories, such as face-lifting tape and cosmetic applicators.

The breadth of the catalogue is notable: the current storefront’s product listings extend well beyond traditional facial serums.

When researching SEFUDUN, it is important to note that brand ownership, trademark ownership, storefront operation, and manufacturing are not necessarily the same entity.

Public records provide evidence connecting the trademark to Shenzhen Ailiwei Cosmetics Co., Ltd., while the current SEFUDUN website identifies Merelin Ltd. as the business behind its online storefront.

Therefore, it would be inaccurate to describe SEFUDUN simply as “an American company” or “a Chinese company” without qualification. Available records show a Chinese cosmetics-company connection in the trademark history and an American corporate entity operating the current online store.

SEFUDUN has evidence of international trademark activity. Available records include:

• United States — trademark filings dating back to 2019.1
• Chile — international trademark registration covering cosmetics and personal-care products.
• Canada — registered and active SEFUDUN trademark.2

This suggests that SEFUDUN has pursued international commercialisation rather than being limited to a single domestic market.

The brand currently operates an e-commerce website at sefudun.com. The site is presented as a direct-to-consumer storefront and lists products in U.S. dollars. Its footer identifies the site as being powered by Shopify and gives Merelin Ltd., 1312 17th Street, Suite 692, Denver, Colorado 80202, USA as the business information.

The website also publishes beauty-related articles, including content concerning its dark-spot serum, hair-growth spray, and micropore tape, indicating that content marketing is part of its online strategy.

From the publicly visible catalogue, SEFUDUN fits broadly into the affordable-to-mid-priced direct-to-consumer beauty market. Many of the products displayed on its current store are priced in roughly the $13–$27 USD range, although prices vary substantially by product.

Rather than concentrating on a single “hero” product, the brand uses a large assortment strategy, offering numerous products addressing different beauty and personal-care needs.

There is considerably less independent information available about SEFUDUN than about major global beauty companies such as L’Oréal, Estée Lauder, or Shiseido. Consequently, claims about its market share, revenue, manufacturing facilities, employee count, founding team, or global sales should not be stated as established facts without additional primary documentation.

Third-party ingredient databases track individual SEFUDUN products, but these should be treated as secondary sources rather than authoritative statements about the company’s entire product line.3

SEFUDUN is an international beauty and personal-care brand with documented roots in the Shenzhen cosmetics industry and trademark activity extending across multiple countries. Its product range encompasses facial skincare, serums, masks, essential oils, body care, makeup, oral-care products, beauty accessories, and certain hair-care products. Trademark records connect the brand to Shenzhen Ailiwei Cosmetics Co., Ltd., while its current online storefront is operated under the name Merelin Ltd. in the United States.

The brand’s most distinctive characteristic is its very broad product portfolio, combining conventional skincare ingredients such as vitamin C, niacinamide, hyaluronic acid, and salicylic acid with body-care products, beauty accessories, and specialised personal-care items. Its current business model appears strongly oriented toward online retail and direct consumer sales.

1. TEAS Plus New Application for Sefudun
2. Canadian Trademarks Details: sefudun — 2072990 — Canadian Trademarks Database – Intellectual property and copyright – Canadian Intellectual Property Office – Innovation, Science and Economic Development Canada
3. Sefudun | What’s in my jar