How do I trademark a business name?

File an application with the USPTO, pick the right class, and include a clear description of your goods or services.

How do I trademark my business name?

Search for conflicts, then submit a USPTO application online. A lawyer helps avoid refusals and office actions.

How to get a trademark for my business name?

Run a clearance search, file with the USPTO, respond to any examiner questions, and complete publication. Registration follows if no one opposes.

What is a trademark in business?

A trademark is a source identifier, such as a name or logo, that distinguishes your goods or services from others.

Why should I trademark my business name?

It gives nationwide rights, helps stop copycats, and adds value to your brand during sales or fundraising.

Why do I need to trademark my business name?

Without registration, your rights are limited and hard to enforce. A federal registration makes enforcement faster and clearer.

Beauty Brand or Infringement? Ariana Grande’s r.e.m. beauty Faces a Trademark Challenge

Oct 16

Written By Liscah Isaboke, Esq.

Celebrity Brands Aren’t Above Trademark Law

Celebrity beauty brands dominate headlines, but they don’t always escape the realities of trademark law. In mid-2025, Ariana Grande’s cosmetics line, r.e.m. beauty, became the subject of a lawsuit by a smaller company claiming prior rights to the “R.E.M.” name in beauty products.

The case shows that even global stars must navigate the same trademark hurdles as any other entrepreneur. It also underscores the crowded nature of the beauty industry, where brand names can overlap and trigger costly disputes.

The Rise of r.e.m. beauty

Ariana Grande launched r.e.m. beauty in 2021, inspired by her hit song “R.E.M.” The brand quickly gained traction with fans, offering lipsticks, eyeshadows, and skincare products marketed through Ariana’s massive social media following.

With celebrity-backed marketing, r.e.m. beauty gained instant visibility. But popularity doesn’t replace protection. While the brand filed for federal trademark registration, other businesses had already secured marks that looked and sounded similar.

The Lawsuit

In June 2025, New York-based R.E.D. Springs Inc., maker of the R.E.M. Spring facial hair removal tool, filed suit. The company owns a U.S. trademark for “R.E.M. Spring” registered in 2017. Its claims included:

Trademark infringement: alleging that Ariana’s r.e.m. beauty caused confusion among consumers.
Unfair competition: arguing her brand unfairly capitalized on their existing reputation.
Dilution: asserting that the fame of Ariana’s brand diluted the distinctiveness of their mark.

The plaintiff pointed to overlapping product categories: while Grande focuses on makeup and skincare, R.E.M. Spring sells beauty tools. To consumers, both could easily fall under the same “beauty brand” umbrella.

Why This Matters in Beauty Branding

The beauty industry is notoriously saturated. New brands appear every week, often using similar themes or names. Trademarks are critical to prevent confusion in this crowded space.

When two marks share identical elements—here, the letters “R.E.M.”—the risk of confusion rises, especially if they both appear on shelves in the same retail channels. For Ariana’s company, this lawsuit creates uncertainty about whether it can keep the name long-term.

U.S. Trademark Law Nuances

This dispute turns on two doctrines:

Likelihood of confusion: Would an ordinary shopper assume r.e.m. beauty and R.E.M. Spring are related? Similar names, overlapping categories, and Ariana’s fame increase that possibility.
Priority of rights: In the U.S., the first to use or register a mark in commerce has stronger rights. Since R.E.D. Springs registered its mark in 2017, it holds priority.

Even if Ariana’s brand has higher visibility, trademark law doesn’t reward popularity over prior use.

Celebrity Brands and Legal Risks

This isn’t the first time a celebrity beauty brand has faced legal hurdles. Rihanna, Kylie Jenner, and others have all dealt with trademark disputes over brand names. The lesson is clear:

Do thorough clearance searches before picking a name.
Respect smaller players—their prior rights carry legal weight.
Anticipate challenges—celebrity brands attract more scrutiny.

For Ariana’s r.e.m. beauty, the case may lead to a settlement, rebranding, or licensing deal. Each option carries costs, but ignoring the dispute isn’t viable.

The Branding Strategy Angle

Beyond the lawsuit, this case highlights how names drive brand identity. “R.E.M.” connected Ariana’s music and beauty ventures, tying her artistic persona to her products. If forced to change, the brand risks losing some of that synergy.

For smaller businesses, it shows the importance of protecting marks early. R.E.D. Springs’ prior filing now gives it leverage over one of the biggest pop stars in the world.

Broader Industry Impact

The rise in trademark lawsuits in beauty reflects a broader trend: influencer and celebrity-driven brands flooding the market. With more entrants, overlap becomes inevitable. This makes trademark clearance and monitoring more critical than ever.

It also emphasizes the USPTO’s role in keeping the marketplace fair. By granting rights to the first registrant, the system protects entrepreneurs from being pushed aside by larger, well-funded competitors.

Why Clearance Matters More Than Fame

Ariana Grande’s r.e.m. beauty dispute is a reminder that no brand—no matter how famous—is immune to trademark law. Names are assets, and in beauty, they carry immense value.

For businesses and entrepreneurs, the takeaway is simple: before investing in a brand, secure your trademark. Otherwise, you risk costly battles that can derail even the most promising venture.

You apply through the U.S. Patent and Trademark Office (USPTO), providing details about your business, your mark, and the goods or services you offer. Once approved, your name is legally protected.
File an application with the USPTO online, select the correct class of goods or services, and pay the required filing fees. Legal assistance helps avoid mistakes.
Search to ensure the name isn’t already taken, then file with the USPTO. After examination and possible publication for opposition, the USPTO grants registration.
A trademark is a legal right protecting names, logos, or symbols that identify and distinguish a brand’s goods or services.
It prevents others from using your name, gives you nationwide protection, and adds credibility when building your brand.
Without a trademark, your business name has limited legal protection. Registration helps you enforce your rights if competitors copy or misuse your name.

Liscah Isaboke, Esq. https://isabokelaw.com/liscah-isaboke