Harper Beckham's Beauty Brand, Harlo by Harper, Faces Trademark Hurdle in US
The 15-year-old's venture into the beauty market encountered a setback when her initial brand name was denied trademark registration in the United States.
Harper Beckham, daughter of David and Victoria Beckham, is preparing to launch her own skincare business, set to target Gen Z and Gen Alpha consumers. The brand's name has been revealed as Harlo by Harper, a modern, gender-neutral name chosen after her first preference was denied trademark in the U.S. The launch is anticipated for next year, with Victoria Beckham guiding her daughter's venture.
The initial choice for the brand name, HIKU BY Harper, faced an 'initial refusal' from the U.S. Patent and Trademark Office. Reports indicate the denial stemmed from potential confusion with existing companies; 'Harper' is reportedly registered for brooms and brushes, while 'Hiku' is trademarked for toiletries and fragrance products. The Beckhams applied for the trademark in November and have a six-month window to appeal the decision. The planned trademark would have covered makeup, acne skincare, footwear, clothing, keyrings, stickers, hair decorations, and brushes.
Victoria Beckham's own success in the fashion and beauty industry, with a business reportedly valued at $100 million, is a likely inspiration for Harper. Victoria Beckham's company achieved profitability in 2022, with revenues increasing significantly. Her beauty line, launched in 2019, saw initial success and contributed to the company's profit.
According to Victoria Beckham, Harper's foray into the beauty market was motivated by her own struggles with acne. She explained that her daughter experienced significant skin issues due to unsuitable beauty products and, after seeing a dermatologist, decided to create a brand offering what she felt was missing.
The Beckham family has a history of securing brand protection for their children's names. Victoria Beckham famously registered Harper's name for potential use on products like makeup, toys, and clothing when Harper was five years old. Such early trademarking of a child's name has been noted as an unusual but potentially strategic move for future brand control and image protection in the current media landscape.