Harper Beckham Unveils New Beauty Brand Name, Harlo by Harper
The 15-year-old's skincare line, inspired by her own struggles with acne, is set to launch next year after an initial trademark setback in the U.S.
Harper Beckham, 15, is preparing to launch her own skincare business next year under the brand name Harlo by Harper. The teenager's venture into the beauty market follows a trademark challenge in the United States for her initial brand name choice.
The new brand, aimed at Gen Z and Gen Alpha consumers, is expected to include products such as facial washes and creams. According to a source, Harper has been actively involved in developing the brand name with her team, and trademark applications have been finalized. Victoria Beckham has been providing guidance and support throughout the process.
Previously, the Beckhams had attempted to trademark the name HIKU BY Harper in the UK for a range of products including makeup, skincare, footwear, clothing, and accessories. However, the U.S. Patent and Trademark Office issued an initial refusal, citing potential confusion with existing trademarks. Reports indicate that 'Harper' is registered for brooms and scrubbing brushes, while 'Hiku' is trademarked for toiletry and fragrance products.
The initial trademark application in the U.S. was filed in November, and the Beckham team has a six-month window to appeal the decision. The planned scope for the U.S. trademark included makeup and acne skincare, footwear and clothing, keyrings, stickers, hair decorations, and brushes.
Victoria Beckham shared that Harper's own experience with severe acne inspired the creation of the beauty brand. She explained that her daughter, after struggling with her skin due to the overuse of unsuitable beauty products, decided to create a brand to help others avoid similar issues. Harper reportedly presented her mother with PowerPoint presentations outlining her brand concept.
Victoria Beckham has expressed pride in her daughter's ambition, noting that Harper has been exposed to beauty development meetings since childhood. The Beckham family has a history of proactively protecting their children's names for potential commercial use, with Harper's name having been trademarked for various products when she was five years old. This practice, though unusual for a child, has been described as a way to future-proof and control their image in the modern media landscape.