Every Upcoming Celebrity Beauty Brand With Known Trademark Applications
So many celebrities are launching beauty brands these days (as if you didn't know). At seemingly breakneck speed and with no signs of stopping, famous folks are turning their love of skin care, hair care, makeup, and wellness — and other people's admiration of their gorgeousness — into booming businesses. We've seen new product ranges from Alicia Keys, Jennifer Lopez, Selena Gomez, Pharrell, Lady Gaga, Rihanna — and those are just the line-launching stars who have been on Allure covers in the last couple of years. There are many more where they came from — and more to come.
Luckily, with a little sleuthing and a whole lotta extra time on their hands, fans can check to see if their favorite stars have filed a trademark application with the United States Patent and Trademark Office (USPTO), the federal agency in charge of granting patents and registering trademarks. Anyone can use its Trademark Electronic Search System (adorably known as TESS) to look for names or certain words and sometimes you hit the beauty-brand-breaking-news jackpot. That's how brands like Fenty Skin and Haus Beauty were found out before any official announcements.
But instead of expecting you to set aside several hours a week to play trademark Sherlock, we're doing the detective duties for you and rounding up all the latest more-than-just-a-rumor beauty brands that may be in the works, if their trademark applications get the go-ahead and the associated celebrities follow through on their entrepreneurial dreams.
Getty Images1/6Harry Styles
Though the "Watermelon Sugar" singer may be known more for his unique fashion style, Harry Styles will reportedly be jumping into the beauty business as of May 25. According to Page Six, he was named a director of an upcoming brand that is listed to potentially sell fragrance and cosmetics. There's not too much information available yet, but the pending company name is currently Pleased As Holdings Limited. Hopefully, very soon we'll be able to smell or swatch what Styles is cooking up across the pond.
Getty Images2/6Cardi B: Bardi Beauty
The regular degular smegular girl from the Bronx is ready to step into the beauty business. On April 16, under her company Washpoppin Inc., Cardi B filed a trademark application for Bardi Beauty, a name inspired by one of the star's aliases and a nod to her fan base, the Bardi Gang.
At the moment, it's unclear what exactly her brand will focus on as the trademark application lists broad categories like cosmetics, skin care, hair care, fragrances, and even nail polish. Perhaps she'll transform her hydrating DIY mask into a deep conditioner for a hair-care line. Or maybe we'll get a colorful eye shadow palette inspired by her home borough, the Bronx. Only time will tell, but we will be watching closely.
Getty Images3/6SKKN by Kim Kardashian
After conquering the makeup and fragrance categories of the beauty industry with her KKW brands, Kim Kardashian is ready to follow in little sister Kylie Jenner's footsteps by launching what appears to be a skin-care line — though it won't fall under the KKW umbrella. Called SKKN (presumably pronounced skin and skuh-kn), the in-the-works brand has nearly 20 trademark applications filed as of late March 2021 to cover a variety of products and services, including exfoliators, bath products, vitamins, candles, exercise mats, hair accessories, spa and salon treatments, and even things like changing tables for babies and barbecuing apparatuses. Although it's likely that the seemingly infinite types of non-beauty products listed were done to prevent anyone else from using "SKKN" for anything else ever, we have to admit we'd like to see Kardashian launch a line offering both face creams and forks.
Getty Images4/6Hailey Bieber: Rhode
After a swing and a miss with her trademark application for Bieber Beauty — ironically, due to concerns over name confusion with a trademark her husband, Justin Bieber, has claims to — Hailey Bieber decided to try again with the name Rhode (her middle name). There are multiple trademark applications filed for the name to cover several categories of merchandise, but as for the beauty products, it looks like we may be seeing a full range. The super-long list in the trademark application suggests every imaginable type of skin-, body-, and hair-care product, along with makeup.
Getty Images5/6Kris Jenner
Kris Jenner hit the USPTO from all angles in February, filing trademark applications for Kris Jenner Skincare, Kris Jenner Skin, and Kris Jenner Beauty to ensure no one else could use her name to sell what it seems she may be working on: nail polish, face wash, shampoo, deodorant — you name it. The only thing surprising is that the momager waited so long to launch her own brand after her daughters' brands — like Kylie Jenner's Kylie Cosmetics and Kim Kardashian's KKW Beauty — achieved such success.
Getty Images6/6Rihanna: Fenty Hair
We can't say we didn't see it coming, but we also can't say we weren't totally delighted when word dropped that Rihanna had filed a trademark application for Fenty Hair, the threequel to Fenty Beauty and Fenty Skin. Filed in early March, the list of proposed products includes nonmedicated dandruff shampoo, hair-color formulas, and hair glitter, among many other products. Raise your hand if you can't wait to have vibrant, sparkly, flake-free hair!
