Harper Beckham plans to break the US with her new beauty brand as she files to be granted sole rights to use the company name across the Atlantic.
The teenage daughter of David and Victoria Beckham, 15, is preparing to blow up the beauty market next year with her own skincare business.
Harper has called her new line Harlo by Harper and has huge plans for the brand which will be aimed at Gen Z and Gen Alpha.
Harper’s team has lodged papers with the US Patent and Trademark Office asking to be granted sole rights to use the name in the States, reports The Sun.
Her representatives have also filed documents with the UK’s Intellectual Property Office to trademark the brand.
Harlo is a modern, gender-neutral name of British origin, functioning primarily as a less common variant of the name Harlow.
While Harper’s final list of products are being kept under wraps, it’s understood the range will include facial washes and creams.
Harper Beckham plans to break the US with her new beauty brand as she files to be granted sole rights to use the company name across the Atlantic
The teenage daughter of David and Victoria Beckham, 15, has had her team lodged papers with the US Patent and Trademark Office asking to be granted sole rights to use the name in the US
The Daily Mail has contacted Harper’s representatives for comment.
In May it was revealed that Harper suffered a blow to her business plans as she was denied her first choice naming rights in the US.
Back in October, it was revealed the Beckhams had trademarked the name HIKU BY Harper in the UK, putting the steps in motion for the upcoming beauty line.
However, Brand Beckham suffered a setback after the US Patent and Trademark Office issued an ‘initial refusal’ to the name as it could be confused with existing companies.
The Sun has reported the denial came as ‘Harper’ is registered for brooms and scrubbing brushes, while ‘Hiku’ is trademarked for toiletry and fragrance products.
The Beckhams applied for the trademark in November and now have six months to appeal the initial decision.
They planned for the name to be trademarked on make-up and acne skincare, footwear and clothing, keyrings, stickers, hair decorations and brushes.
The Daily Mail contacted the Beckhams’ representative for comment.
No doubt, Harper’s plan to start her own beauty line was inspired by the success of her mother Victoria, who has already built a hugely successful fashion and beauty business worth a reported $100million.
Reflecting on the company’s long, winding path to profitability, Victoria told Harper’s Bazaar: ‘it’s a huge accomplishment.’
Victoria, who was named Entrepreneur of the Year by the magazine, added: ‘The company has been through so much over the last 17 years – ups, downs, restructuring… it’s been quite the journey.
‘So finally to be able to say we’re profitable is something I’m so proud of, because it’s not an easy industry, and it’s getting harder and harder,’ she added.
2022s results marked ‘a turning point where the group became profitable’.
Harper has called her new line Harlo by Harper and has huge plans for the brand which will be aimed at Gen Z and Gen Alpha
Revenue surged 44 per cent to £58.8million that year compared to £40.9million in 2021.
The success of Victoria’s beauty line, which launched in 2019 and made £2million in its first three months, greatly contributed to the profit.
Products like the ‘Satin Kajal Liner’ are reportedly selling every 30 seconds.
Meanwhile, a 2026 collaboration with Gap helped the brand reach a mass-market audience.
Earlier this year, proud mum Victoria revealed Harper’s ‘really bad’ battle with acne had inspired the teen to launch her very own beauty brand.
Appearing on Emma Grede’s podcast Aspire, Victoria explained: ‘She came to me two or three years ago and she was really struggling with her skin.
‘She used to have beautiful skin, but like all young girls she was enticed by beauty brands and she was putting a lot of product on her face that was not suitable for her skin and consequently ended up going to see a dermatologist because her skin was really, really bad.’
Victoria detailed her own battles with acne and said she could relate to her daughter’s struggles: ‘[Harper] said “I want to create a brand because I know what I want and I don’t want other people to have to go through what I have been through.”‘
The former Spice Girl said the ambitious teen even approached her with PowerPoint presentations in the early stages of getting her beauty line off the ground.
‘One [PowerPoint] about this brand that she wanted to create because she was struggling with her skin,’ she added. ‘And the other one was a reason as to why I should let her have a perm.’
Victoria continued: ‘I’m so proud of all my children, but you know Harper is very ambitious, she’s very appropriate but I don’t know what I expected to be honest.
‘I mean, she’s been sitting on my lap taking part in beauty development meetings ever since she was little.’
The business-savvy family have long protected the rights to their children’s names, with Victoria famously registering Harper’s name for use in a range of branded products, including make-up, toys and clothing when she was just five years old.
At the time, an intellectual property expert said it was unprecedented to trademark a child’s name because the move is usually reserved for those who are already celebrities.
Oliver Bray, a partner at international law firm RPC, told the Daily Mail: ‘It normally happens when your career is getting going and a lawyer says, “Let’s get some protection in place.”
‘As opposed to the future-proofing which is what Victoria Beckham has done with her children.
‘It may be a sign of the times with social media and the whole way in which celebrities are exploited.
‘In order to give you more levers to control your image, a trademark is an obvious place to go and it might be that society is driving the Beckhams to use these levers to protect their children in this more manipulative world in which we live.
‘But from another point of view, you could call it savvy and looking to the future.’
Read the full article here
