Mirage Brands, LLC was a New Jersey limited liability company whose fragrance marks recorded first use in commerce on December 21, 2016. The company registered the MIRAGE BRANDS word mark in February 2018 and the M MIRAGE BRANDS design mark in January 2018, both for perfumes and colognes. Used as a house mark, MIRAGE BRANDS appeared alongside separately branded perfumes and colognes, while its design identity paired the name with a stylized letter M and three curved flame elements. In a 2021 trademark proceeding, the Trademark Trial and Appeal Board described Mirage Brands as the larger marketplace presence in a dispute and found likely reverse confusion with the earlier ROYAL MIRAGE mark. In 2022, title to the Canadian trademarks changed from Mirage Brands, LLC to MCH Beauty LLC; the business is now presented as MCH Beauty / Mirage Brands, formerly known as Mirage Brands.
