Harper Beckham’s US Beauty Dream Hit by Trademark Clash

Harper Beckham, 15, is facing a major hurdle in her ambition to launch her skincare brand, Harlo by Harper, in the United States. The US Patent and Trademark Office has refused registration, citing a likelihood of confusion with an existing trademark held by a dietary supplement firm ^[1]. The registered mark, simply 'Harlo', shares identical wording and conveys a similar commercial impression, making it difficult to distinguish from Harper’s application, despite the addition of 'by Harper'.

The ruling states that consumers are more likely to focus on the first word of a brand, meaning 'Harlo' would be the dominant impression, especially since both products relate to wellness and personal care ^[1]. While the refusal is final, Harper’s team can still respond with evidence or arguments to challenge the decision.

The situation contrasts sharply with developments in the UK, where the Intellectual Property Office has approved the Harlo by Harper trademark application ^[1]. The brand is set for a second-half 2027 launch, likely after Harper sits her GCSEs in May and June and turns 16 in July.

The venture is backed by Project Seven US Inc, a company controlled by Victoria and David Beckham. The brand’s name pays homage to Harper’s middle name, Seven—referencing David’s football number, her birth weight, and her July birthday ^[1].

Victoria Beckham has already invested over $3 million (£2.3 million) into the project through H7B Ltd, a company formed in October 2024 when Harper was 13 ^[1]. The funds are drawn from Victoria’s successful beauty brand, Victoria Beckham Beauty, where she works with Oliver Shipton.

Harper has already completed her first photoshoot for the brand, and Victoria has publicly declared her belief that her daughter will become a 'beauty mogul' ^[1]. The teen has also spoken about her personal struggles with skin, which inspired the brand’s focus on teenage skincare. The story was first reported by Daily Mail Showbiz and Daily Mail.