THE WHAT? Harper Beckham has reportedly adopted a new name for her planned beauty venture after her original trademark application was rejected, with Halo by Harper expected to become the brand’s official identity ahead of a planned 2027 launch.
THE DETAILS The original trademark application for HIKU by Harper was reportedly refused due to existing registrations covering personal care products and fragrances. Industry reports indicate the new brand will launch with a portfolio of skincare products, including facial cleansers and moisturisers, targeting Generation Z and Generation Alpha consumers. The venture is expected to benefit from the experience of Victoria Beckham, whose beauty business has become an established player in the premium cosmetics market.
THE WHY? The development highlights the importance of trademark strategy and intellectual property management when launching new beauty brands. It also reflects the continued expansion of the celebrity beauty sector, with brands increasingly targeting younger consumers through founder-led identities, established retail recognition and social media influence.
Source: HOLA!
