Harper Beckham is making a second attempt to secure trademark rights in the United States for her forthcoming beauty brand, after her first choice of name was rejected by American regulators.
The 15-year-old daughter of David and Victoria Beckham has named the line Harlo by Harper. Her team has filed papers with the US Patent and Trademark Office seeking sole rights to the name, and has also lodged documents with the UK’s Intellectual Property Office, according to The Sun. The brand will target Gen Z and Gen Alpha consumers, and is expected to include facial washes and creams, though the full product range has not been disclosed.
The previous setback
The new filing follows an earlier stumble. In October, the Beckhams trademarked the name HIKU BY Harper in the UK. But in May, the US Patent and Trademark Office issued an “initial refusal” to that name, citing the risk of confusion with existing companies. Regulators noted that “Harper” is registered for brooms and scrubbing brushes, while “Hiku” is trademarked for toiletry and fragrance products. The Beckhams have six months to appeal that decision.
The original November trademark application had covered make-up and acne skincare, footwear and clothing, keyrings, stickers, hair decorations and brushes.
A personal inspiration
Victoria Beckham revealed on Emma Grede’s podcast Aspire that Harper’s own struggle with acne was the spark behind the brand. “She came to me two or three years ago and she was really struggling with her skin,” Victoria said. “She used to have beautiful skin, but like all young girls she was enticed by beauty brands and she was putting a lot of product on her face that was not suitable for her skin and consequently ended up going to see a dermatologist because her skin was really, really bad.”
Victoria said Harper told her: “I want to create a brand because I know what I want and I don’t want other people to have to go through what I have been through.” The teen made her pitch via PowerPoint presentations, one for the beauty brand and, Victoria noted, a separate one arguing the case for getting a perm.
“I’m so proud of all my children, but you know Harper is very ambitious,” Victoria said. “She’s been sitting on my lap taking part in beauty development meetings ever since she was little.”
Her mother’s blueprint
Harper’s ambitions echo the path her mother has already carved. Victoria Beckham’s fashion and beauty business is reportedly worth $100 million. Her beauty line, launched in 2019, made £2 million in its first three months, and revenue surged 44 per cent to £58.8 million in a year the company described as “a turning point where the group became profitable.” A 2026 collaboration with Gap has since helped the brand reach a mass-market audience.
The family has long been deliberate about protecting the Beckham name commercially. Victoria registered Harper’s name for branded products including make-up, toys and clothing when the child was just five years old.
Oliver Bray, a partner at international law firm RPC, told the Daily Mail at the time that the step was unusual. “It normally happens when your career is getting going and a lawyer says, ‘Let’s get some protection in place,'” he said. “As opposed to the future-proofing which is what Victoria Beckham has done with her children.”
