Harper Beckham's teen-focused skincare brand, Harlo by Harper,has encountered a significant legal obstacle in the United States. While the venture has already secured trademark approval in the United Kingdom, the US Patent and Trademark Office has refused the application due to a conflict with an existing brand.
The US Patent and Trademark Office's "Likelihood of Confusion" setback
The US Patent and Trademark Office has officially refused the trademark application for "Harlo by Harper" under Section 2(d) of the Trademark Act. according to the report, the refusal is based on a "likelihood of confusion" with an existing US registration, No. 7559409, which is held by a dietary supplement company under the name "Harlo." The USPTO's ruling suggests that the two marks share identical wording and convey a similar commercial impression to the average consumer.
Trademark officials noted that the addition of the phrase "by Harper" does not provide enough distinction to prevent consumer error. The office explained that when consumers encounter such names, they often focus on the primary syllable or the first word, which in this case is the contested "Harlo." This legal hurdle means that Project Seven US Inc, the company managed by Victoria and David Beckham, cannot easily use the name in the American market without addressing this conflict.
A $3 mililon investment into H7B Ltd
Despite the legal friction in the US, the financial commitment to Harper Beckham's brand remains substantial. Victoria Beckham has reportedly invested more than $3 million (£2.3 million) into the launch of the skincare line. These funds are channeled through H7B Ltd, a company established in October 2024 by Victoria Beckham and her collaborator Oliver Shipton.
The brand's identity is deeply personal, weaving together the Beckham family's history. The name "Harlo by Harper" utilizes Harper's middle name, Seven, which serves as a multi-layered tribute: it references David Beckham's legendary Manchester United shirt number, her birth weight of 7lbs, and her birth month of July. This level of personal branding is intended to resonate with the brand's target demographic of teenagers.
UK Intellectual Property Office approval offers a path forward
While the American market remains uncertain, the brand has successfully navigated the regulatory landscape in the United Kingdom. The UK's Intellectual Property Office has already approved the "Harlo by Harper" application, allowing the brand to proceed with its planned rollout in the British market.
The launch is strategically timed to follow Harper Beckham's academic milestones. the skincare brand is expected to debut in the second half of next year, likely after Harper completes her GCSE exams in May and June and celebrates her 16th birthday in July.. This timeline suggests a carefully managed entry into the beauty industry, supported by Victoria Beckham's previous predictions that her daughter would become a "beauty mogul ."
Will Project Seven US Inc contest the Section 2(d) ruling?
The current legal impasse leaves several critical questions unanswered for the Beckham family's business interests. It remains to be seen whether Project Seven US Inc will choose to submit evidence and arguments to the US Patent and Trademark Office to overcome the Section 2(d) refusal. Furthermore, it is unknown if the existing "Harlo" dietary supplement company would be willing to negotiate a coexistence agreement or if they would vigorously defend their registration.
Finally ,the brand's ability to maintain a unified global identity is in question. If the US trademark is not secured,the Beckham team may be forced to decide between a costly legal battle to protect the "Harlo" name in America or a complete rebranding to ensure consistency across both the UK and US markets.
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