L’Oréal Trademark Dispute: UK Small Business vs. Giant
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Small Business Owner Faces L’Oréal in trademark Battle
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Rebecca Dowdeswell, a 49-year-old small business owner from Nottinghamshire, is preparing to defend her brand name “nkd” against a trademark challenge from cosmetics giant L’oréal at a tribunal next week. the dispute, spanning three years, has already forced her to close one of her salons and incurred legal fees exceeding £30,000.
L’Oréal claims Dowdeswell’s use of “nkd” could cause “consumer confusion” with its “Naked” beauty product line. Dowdeswell argues the two brands operate in distinct segments of the beauty market – she focuses on waxing and hair removal aftercare, while L’Oréal’s “Naked” line primarily features makeup.
The Dispute
Dowdeswell launched her business in 2009, predating L’Oréal’s UK launch of its first “Naked” product in 2010. She initially held a trademark for “nkd,” which expired in 2019. She admits to missing the renewal window due to the disruptions caused by the COVID-19 pandemic. When she attempted to renew in 2022, L’Oréal objected.
“we had already by than coexisted for over 12 years,” Dowdeswell stated. “For a large company, £30,000 plus in legal fees is not a lot of money but to a very small business like mine it’s been really devastating. And the bigger impact has been the drain on my resources and the distraction that this has been to me, the drain on my time, my energy, my focus.”
The stress of the legal battle led to the closure of her original Nottingham salon at the end of 2023. Though, Dowdeswell received a partial victory earlier this week when L’Oréal narrowed the scope of its objection, allowing her to continue using the “nkd” brand for some beauty services and at her remaining salon in Leicester.
Key Differences Highlighted by Dowdeswell
| Feature | nkd (Rebecca Dowdeswell) | L’Oréal’s Naked |
|---|---|---|
| Market Focus | Waxing & Hair Removal aftercare | Makeup (Eyeshadow Palettes, etc.) |
| Pronunciation | ‘n-k-d’ | ‘naked’ |
| Launch Date (UK) |