Harper Beckham, the 15-year-old daughter of David and Victoria Beckham, is debuting a skincare line for Gen Z and Gen Alpha.. after a US trademark rejection, the brand will launch next year as Harlo by Harper.
The US Patent and Trademark Office's rejection of Hiku by Harper
The transition from "Hiku" to "Harlo" was not a creative choice but a legal necessity. According to the report, the US Patent and Trademark Office blocked the registration of Hiku by Harper because it risked confusing consumers with existing brands. Specifically, the name "Harper" is already tied to scrubbing brushes and brooms,while "Hiku" is regstered for fragrance and toiletry items.
This creates a strange dichotomy in the brand's global footprint. While the US office said no, the Beckham family successfully secured a UK trademark for Hiku by Harper in October. That UK filing was far more ambitious, covering everything from acne skincare and makeup to stickers, keyrings, and footwear.
From severe acne to facial washes and creams
The impetus for the brand is deeply personal. Harper Beckham reportedly suffered from severe acne during her early teens after using beauty products that were unsuitable for her skin. Victoria Beckham noted that these struggles eventually required a visit to a dermatologist, which served as the catalyst for Harper to develop products specifically for sensitive skin.
The upcoming line, scheduled for release next year,will target Gen Z and Gen Alpha. While the full catalog is being kept under wraps, the report says the range will include creams and facial washes. Harper has treated the venture with professional rigor, even using PowerPoint presentations to pitch the business to her mother.
Victoria Beckham's decision to trademark Harper's name at age five
This launch is the culmination of a decade-long branding strategy . When Harper Beckham was only five years old, Victoria Beckham registered her daughter's name for a vast array of categories, including clothing, toys, and makeup. At the time, this was seen as an unprecedented move, as such protections are usually reserved for adults who have already achieved celebrity status.
Intellectual property experts view this as a "future-proofing" exercise. In an era where social media allows for the rapid monetization of a persona, the Beckham family has proactively secured the legal infrastructure necessary to control Harper's image and commercial ventures before she even reached her teens.
Will the Beckhams appeal the Hiku ruling within the six-month window?
Despite the pivot to "Harlo by Harper," a legal door remains open. The family currently has a six-month window to appeal the US Patent and Trademark Office's decision regarding the "Hiku" name. Whether they will pursue this or simply move forward with the new branding remains unclear.
Furthermore, the specific ingredients and "sensitive skin" claims of the products have not been disclosed. While the Daily Mail reached out to the family's representative for comment, no official statement has been provided to clarify if the US launch will differ in product composition from the UK-trademarked version.
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