Three New Celebrity Beauty Brands Who Filed Trademark Applications

(image: Yahoo! Finance)

The hots for celebrity beauty brands have been rekindkled in recent years as brands such as Kylie Cosmetics by Kylie Jenner and Rare Beauty by Selena Gomez torched the beauty scene with innovative and high quality make-up, skincare, hair care and body care products. Fenty Beauty by Rihanna is a prime example of how an unsuspecting celebrity beauty brand can blow up to become an overnight sensation, disrupting the cosmetics market in ways no one could have imagined. The green brand is only three years young having founded in 2017, yet many products in the Fenty line have become cult staples for beauty enthusiasts worldwide, such as the Fenty Gloss Bombs and Kilowatt Highlighter.

It is reported that Fenty Beauty by Rihanna made an eye watering amount of 72 million USD in just a month. No doubt many famous figures would have looked upon the ‘Diamonds’ singer’s success with admiration, which would explain the recent boom in new celebrity beauty brands as many would seek to emulate or surpass RiRi’s success in the beauty market.

In many instances celebrities will have filed for a trademark application with relevant intellectual property bodies prior to making an official public announcement with regards to their upcoming brand. With a little curiosity, the general public can search for newly filed or pending trademarks in the relevant trademark search system. Brands such as Fenty Beauty and Haus by Lady Gaga have been discovered in this manner.

So who are the upcoming players in the celebrity beauty market? Let’s find out.

Hailey Bieber

Trademark?

Rhode.

Backstory

Hailey Bieber has previously made a trademark application with Bieber Beauty. However, the mark did not make the cut due to extreme similarities between her and her own husband’s marks – Justin Bieber – which has potential for public confusion.

It appears that Hailey has redirected her trademarking efforts to her own middle name – Rhode. Her application includes a full range of beauty products, including make-up, haircare, skincare, body care and fragrances.

Kris Jenner

Trademark?

Kris Jenner Skincare, Kris Jenner Skin, Kris Jenner Beauty.

Backstory

Kris Jenner had a field day at the intellectual property office as she filed for a trifecta of Kris Jenner Skincare, Kris Jenner Skin and Kris Jenner Beauty. As a part of the Kardashian family, Kris is no stranger to creating one’s beauty brand, with Kylie Jenner launching Kylie Cosmetics and Kim Kardashian with KKW Beauty. Kris herself is the chief executive officer of Kylie Cosmetics and she has previously collaborated with daughter Kylie on various product launches.

The famous ‘momager’ too has ideas of profiting off her own name via beauty products, with her application showing she is working on her very own make-up, skincare and nail care brand.

Rihanna

Trademark?

Fenty Hair.

Backstory

Fans of Fenty should get excited as Rihanna files a trademark for Fenty Hair, a third member in addition to the Fenty family with Fenty Beauty and Fenty Skin. Rihanna’s new haircare brand focuses on Black haircare, touting shampoo, hair straightening products, hair waving preparation products, bleaching and colouring products and hair glitter as items to be sold by Fenty Hair.

In the same vein of Fenty Beauty and Fenty Skin, Rihanna’s upcoming brand looks to share a similar focus of diversity and inclusivity, as the pop singer spoke to InStyle: ‘I wanted everyone to feel included.’

Source: Allure (link)

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