Harper Beckham, 15, Aims for US Market with New Beauty Brand 'Harlo by Harper'

Harper Beckham, 15, is poised to enter the U.S. beauty market with her new skincare brand, Harlo by Harper. Her team has filed paperwork with the U.S. Patent and Trademark Office seeking exclusive rights to the brand name across the Atlantic, according to reports.

The company name, Harlo by Harper, is intended for a brand catering to Gen Z and Gen Alpha consumers, with plans for products such as facial washes and creams. The full product line remains under wraps.

This move follows an earlier setback in October when Harper's initial choice of name, HIKU BY Harper, was denied trademark registration in the U.S. The U.S. Patent and Trademark Office issued a refusal, citing potential confusion with existing companies. Specifically, the name 'Harper' was registered for brooms and scrubbing brushes, while 'Hiku' was trademarked for toiletry and fragrance products. Harper's representatives have six months to appeal this decision.

The Beckham family has a history of protecting their children's names for future commercial use. Victoria Beckham previously registered Harper's name for a range of products, including makeup and clothing, when she was five years old. An intellectual property expert noted at the time that this practice is unusual for a child's name but could be seen as a way to protect their image in the digital age.

Harper's entrepreneurial drive is reportedly inspired by her mother, Victoria Beckham, who has built a successful fashion and beauty empire. Victoria Beckham's company, which launched its beauty line in 2019, became profitable in 2022, with revenue increasing significantly. Victoria has spoken about Harper's struggles with acne inspiring the idea for the brand, stating that her daughter wanted to create products she wished had been available to her. Harper even presented her ideas to her mother with PowerPoint presentations in the early stages of developing the brand.