So many celebrities are launching beauty brands these days (as if you didn’t know). At seemingly breakneck speed and with no signs of stopping, famous folks are turning their love of skin care, hair care, makeup, and wellness — and other people’s admiration of their gorgeousness — into booming businesses. We’ve seen new product ranges from Alicia Keys, Jennifer Lopez, Selena Gomez, Pharrell, Lady Gaga, Rihanna — and those are just the line-launching stars who have been on Allure covers in the last couple of years. There are many more where they came from, and more to come.
Luckily, with a little sleuthing and a whole lotta extra time on their hands, fans can check to see if their favorite stars have filed a trademark application with the United States Patent and Trademark Office (USPTO), the federal agency in charge of granting patents and registering trademarks. Anyone can use its Trademark Electronic Search System (adorably known as TESS) to look for names or certain words, and sometimes, you hit the beauty-brand-breaking-news jackpot. That’s how brands like Fenty Skin and Haus Beauty were found out before any official announcements.
But instead of expecting you to set aside several hours a week to play trademark Sherlock, we’re doing the detective duties for you and rounding up all the latest more-than-just-a-rumor beauty brands that may be in the works if their trademark applications get the go-ahead and the associated celebrities follow through on their entrepreneurial dreams.