Harper Beckham Faces U.S. Trademark Setback for Beauty Brand

Harper Beckham, the 15-year-old daughter of Victoria and David Beckham, is encountering a hurdle in her efforts to launch her beauty brand, Harlo by Harper, in the U.S. market. The U.S. Patent and Trademark Office has refused registration for the brand name due to a conflict with an existing trademark.

A ruling from the office indicated that the applied-for mark, 'HARLO BY HARPER,' is confusingly similar to the registered mark 'HARLO,' which is used by a company selling dietary supplements. The office stated that the identical wording and similar overall commercial impression, along with the prominence of the initial word in consumer perception, contribute to the likelihood of confusion.

"Registration of the applied-for mark is refused because of a likelihood of confusion with the mark in U.S. Registration No. 7559409," the ruling stated. "Here, applicant's mark, HARLO BY HARPER, is confusingly similar to the registered mark, HARLO, because the marks share identical wording and convey the same overall commercial impression."

The decision further explained that the addition of 'BY HARPER' does not sufficiently distinguish the marks, as consumers tend to focus on the initial part of a brand name. Consequently, the office determined there is a likelihood of confusion regarding the source of the goods and services.

Despite this setback, the ruling noted that Harper's team may respond to the refusal by submitting evidence and arguments to support the registration of 'Harlo by Harper.'

In contrast, Harper has secured approval for her brand name in the United Kingdom, where the Intellectual Property Office has registered 'Harlo by Harper.' The brand, focused on skincare for teenagers, is slated for a launch in the latter half of next year, likely following Harper's GCSE exams in May and June. She will turn 16 in July.

The trademark applications have been filed by Project Seven US Inc., a company managed by her parents. Harper's middle name, Seven, is a tribute to her father's iconic Manchester United and England shirt number, as well as her birth weight and birth month.

Victoria Beckham has previously expressed confidence in her daughter's potential, calling her a "beauty mogul." She noted Harper's passion for makeup and skincare, stemming partly from her own skin struggles. The mother-daughter pair have shared shopping experiences for beauty products.

Reports indicate that Victoria Beckham has invested over $3 million (£2.3 million) into launching Harper's skincare line. These figures are detailed in the initial accounts of H7B Ltd, a company established in October 2024 by Victoria and Oliver Shipton, who is associated with Victoria Beckham Beauty. H7B is a play on Harper Seven Beckham's full name and was formed when she was 13 years old.