Harper Beckham’s upcoming beauty brand is said to have found its name after her initial choice reportedly failed to secure a trademark in the United States.
The 15-year-old daughter of David and Victoria Beckham is understood to be preparing for a major move into the beauty industry next year with the launch of her own skincare venture.
According to reports, the teenager plans to market products aimed at Gen Z and Gen Alpha consumers under the name Harlo By Harper.
Details of Harper’s full product line are still being kept private, but the skincare range is expected to feature items such as facial cleansers and creams.
A source claimed that Harper and the team developing the brand had spent time working through potential names before settling on Harlo By Harper, adding that the trademark applications have now been completed.
While an official launch date has not yet been confirmed, the plan is reportedly to begin rolling out the brand at some stage next year.
Victoria Beckham is said to have been closely involved, offering Harper guidance and support throughout the process. “Both Victoria and David couldn’t be more proud of Harper,” a source told The Sun.
Harper Beckham’s beauty brand name has reportedly been revealed as Harlo By Harper after her first choice was said to have been denied a trademark in America
The daughter of David and Victoria Beckham, 15, is preparing to blow up the beauty market next year with her very own skincare business
Daily Mail have contacted the Beckhams’ 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 States.
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.
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Daily Mail contacted the Beckhams’ representative for comment.
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”‘.
While Harper’s final list of products, aimed at Gen Z and Gen Alpha, are being kept under wraps, it’s understood the range will include facial washes and creams
Victoria 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 said. ‘And the other one was a reason as to why I should let her have a perm’.
Victoria added: ‘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.’
