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Is It Too Late Now To Say "Sorry"?

August 6, 2019


Thanks to her new husband, Hailey Bieber (née Baldwin) has had her trademark application for “Bieber Beauty”, her forthcoming cosmetics collection, rejected.

The United States Patent and Trademark Office cited a “likelihood of confusion” and “similarity of marks” as its reasons for rejecting Hailey’s trademark application. This is because, in 2003, Hailey’s husband, pop-star Justin Bieber, had trademarked his name for beauty-related products such as cosmetics, fragrances, soaps, shampoos, and lotions.

While the debut of Hailey’s first solo beauty line has hit a snag, all is not lost for the model. Hailey still has the opportunity to submit evidence and arguments in support of the registration of her proposed mark. In the alternative, Hailey may be able to utilize other marks for her beauty collection. Back in April, Hailey had also filed to trademark her maiden name, “Hailey Baldwin” and middle name, “Rhode”, for potential beauty and fashion lines. There is no indication that these trademarks have been refused as of yet.


Authors: Sarah Stothart and Nargis Fazli


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