Beauty has been built by numerous eponymous brands, with the likes of Charlotte Tilbury, Laura Mercier and Bobbi Brown being among the most influential today.
Yet, Estée Lauder Companies (ELC), owner of Jo Malone London, suing perfumer Jo Malone CBE for using her own name on a separate commercial endeavour has proven just how risky naming a business after yourself can be.
ELC launched legal action against Jo Malone, her fragrance brand Jo Loves and fashion retailer Zara UK on 12 March, citing alleged trademark infringement, passing off and breach of contract.
This was centred around the words ‘A creation by Jo Malone CBE, founder of Jo Loves’, which featured on the packaging for a Zara perfume.
ELC bought Malone’s namesake fragrance brand, Jo Malone London, back in 1990 for an undisclosed amount.
The details of the deal included that Malone could not use her name as part of a contract she signed upon her exit from the business in 2006, which restricted her from using the ‘Jo Malone’ name in a commercial capacity.
In response to the news, Cosmetics Business explores whether this is truly enough of a breach to warrant ELC’s response to the situation, and what exactly should budding beauty founders be wary of when considering naming a business after themselves?
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