British television personality Amanda Holden has filed papers with the Intellectual Property Office to protect her name for use on cosmetics, perfumes, and a website. The 55-year-old judge is reportedly seeking to replicate the commercial success of stars like Gwyneth Paltrow.
The Intellectual Property Office application for cosmetics and perfumes
Amanda Holden has officially moved to secure her brand identity by submitting a trademark application to the Intellectual Property Office. According to The Sun, the filing specifically targets the beauty and wellness sector, covering cosmetics, perfumes, and a new digital platform.
This move represents a significant evolution of Holden's commercial interests. While she is already an established figure in the lifestyle market through her homeware collection and her role as an ambassador for Sam Faiers' Revive Collagen brand, this trademark suggests a transition toward owning her own intellectual property in the high-margin beauty industry.
Chasing the £323 million Goop blueprint
Holden's strategy appears to be a direct attempt to join the ranks of celebrity entrepreneurs who have successfully monetized their personal brands through wellness. The report suggests she aims to emulate the success of Gwyneth Paltrow, whose lifestyle brand Goop has reportedly generated £323 million.
She is not the only star eyeing this territory. Holly Willoughby has already established a presence in the market with her brand Wylde Moon. By securing her name now, Holden is positioning herself to compete in a crowded but highly lucrative space where personal trust and lifestyle alignment are the primary drivers of consumer loyalty.
A brand built on Kundalini yoga and 'Viking' workouts
The potential product line may draw heavily from Holden's well-documented personal lifestyle and fitness philosophy.. In previous interviews, such as with TV Times, Holden has discussed her commitment to Kundalini yoga and a rigorous "Viking workout" regime, which she balances with a love for food and wine.
Furthermore, her approach to beauty is shaped by specific personal health considerations. Holden has previously shared with The Guardian that a skin condition causing excess scar tissue prevents her from undergoing certain surgical procedures. This unique perspective could lead to a brand focused on non-surgical, skin-friendly beauty solutions , a niche that resonates with a growing demographic of aging consumers.
The undefined scope of the 'online services' filing
While the trademark application provides a roadmap, several key details remain unverified. the filing mentions "online services ," but it is currently unclear if the website will function as a direct-to-consumer e-commerce platform, a content-driven wellness blog, or a hybrid of both. Additionally, while the categories of cosmetics and perfumes are listed, the specific product launch timeline and the exact nature of the digital offerings have not yet been confirmed by Holden's representatives.
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