Harper Beckham, the 15-year-old daughter of David and Victoria Beckham, is launching a skincare venture called Harlo by Harper. The teenager has filed for trademarks in the United Kingdom and the United States to secure the brand's identity for a launch expected next year.
Harlo by Harper's bid for Gen Z and Gen Alpha
Harper Beckham is positioning her new skincare venture, Harlo by Harper, to capture the attention of Gen Z and Gen Alpha consumers. according to reports from The Sun, the 15-year-old's team has submitted filings to the US Patent and Trademark Office to secure exclusive rights to the brand name across the Atlantic. This strategic move coincides with similar filings submitted to the UK's Intellectual Property Office .
While the brand is primarily focused on skincare, the scope of the trademark applications is notably broad. The Beckham family is seeking protection for the name across several categories, including hair decorations, stickers, keyrings, and even footwear and clothing , suggesting that Harlo by Harper may eventually evolve into a full lifestyle brand.
The 'HIKU' rejection and the US Patent and Trademark Office
The path to market has not been without friction for the Beckham family. As reported by The Daily Mail, an earlier attempt to trademark the name "HIKU BY Harper" was met with an "initial refusal" from the US Patent and Trademark Office. The agency cited potential confusion with existing trademarks, noting that "Harper" is already registered for scrubbing brushes and brooms, while "Hiku" is linked to fragrance and toiletry products.
This regulatory hurdle forced a rebranding effort before the US launch. By pivoting to the name "Harlo"—a modern, gender-neutral variant of Harlow—the team aims to bypass the conflicts that stalled the HIKU filing. This shift highlights the complexities of entering the crowded US beauty market, where trademark saturation often forces even high-profile celebrities to rename their ventures.
Victoria Beckham's £58.8 million revenue blueprint
Harper Beckham is following a proven family trajectory established by her mother, Victoria Beckham. Victoria's fashion and beauty empire is reportedly worth $100 million, with a significant turning point occurring in 2022 when the group finally became profitable. according to the source, revenue for Victoria Beckham's business surged 44 percent to £58.8 million in 2022, compared to £40.9 million in 2021.
The success of Victoria Beckham's beauty line, which launched in 2019 and generated £2 million in its first three months, provides a high-stakes template for the younger Beckham. With high-performing products like the Satin Kajal Liner selling every 30 seconds, the family has already mastered the art of scaling a luxury beauty brand for a global audience.
From dermatologist visits to PowerPoint presentations
The impetus for Harlo by Harper stems from personal struggle rather than mere celebrity branding. Victoria Beckham revealed on Emma Grede's Aspire podcast that Harper Beckham suffered a "really bad" battle with acne after using beauty products that were unsuitable for her skin. This experience led the teenager to visit a dermatologist and eventually decide to create a brand that prevents other young girls from facing similar issues.
The level of preparation involved in the launch suggests a serious entrepreneurial approach. victoria Beckham noted that Harper Beckham approached her with professional PowerPoint presentations to pitch the brand idea, demonstrating a level of ambition and organization that mirrors the professionalization of the "kid-preneur" trend currently sweeping social media.
What remains hidden in Harlo by Harper's product list?
Despite the aggressive trademarking strategy, the specific product lineup for Harlo by Harper remains largely under wraps. The source indicates that the range will include facial washes and creams, but the full catalog has not been disclosed. it remains unclear whether the brand will focus exclusively on acne-prone skin or expand into a general skincare range for Gen Alpha.
Additionally, it is not yet known if the brand will be a standalone entity or integrated into the existing infrastructure of Victoria Beckham's beauty group. Whether Harper Beckham will have genuine operational control or serve as the face of a corporate-manaed project remains a key unanswered question for industry observers.
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