Protect the Brand on the Bottle
Beauty brands sell on names, packaging, and claims, and each is a target. We clear and register product and line names, protect packaging as trade dress, defend and challenge claims, and remove marketplace counterfeits.
What beauty brands run into
Miami is a hub for beauty brands selling to the U.S. Hispanic market and to Latin America, where the same names often need protection.
Product and line names
Beauty names are often descriptive, such as 'glow' or 'radiance,' and descriptive names are refused or weak.
Federal Trademark Applications →Problem 2Packaging copied by competitors
Distinctive bottles, jars, and colors can be protected as trade dress.
Federal Trade Dress →Problem 3Claims challenged by competitors
Competitors sue over 'clinically proven,' 'clean,' and similar claims that lack support.
False Advertising Litigation →Problem 4Marketplace counterfeits
Counterfeit and expired beauty products sold online damage the brand and can harm customers.
Amazon Brand Registry →What we recommend for beauty brands
Our five most important steps for protecting a brand in this industry, in the order most clients need them.
Choose a name, not a description
Pick a distinctive brand name and use descriptive words as secondary terms. The strongest beauty marks say nothing about what the product does.
Register the house brand and key lines
Protect the house brand first, then the lines that will be advertised on their own.
Document distinctive packaging
Keep design files, launch dates, and advertising that features the packaging, so it can support trade dress claims.
Substantiate claims before launch
Keep the testing and evidence behind every performance claim on file before it goes on the label or in ads.
Lock down your marketplaces
Enroll in Amazon Brand Registry, record with CBP, and report counterfeits and unauthorized sellers promptly.
Beauty brand filings at the USPTO, 2021 to 2026
Applicants filed 75,973 U.S. trademark applications in this category from 2021 to 2025, and filings in 2025 were up 16% from 2021. 79,214 live registrations cover it today.
Applications filed per year
U.S. applications by filing date. The 2026 bar covers January to late October.
View data table
| Year | Applications filed | Registered to date | Abandoned | Registrations issued that year |
|---|---|---|---|---|
| 2021 | 16,190 | 9,218 | 6,587 | 10,517 |
| 2022 | 12,251 | 6,669 | 4,956 | 7,673 |
| 2023 | 12,751 | 6,983 | 4,391 | 6,801 |
| 2024 | 16,036 | 8,773 | 5,024 | 8,461 |
| 2025 | 18,745 | 8,373 | 4,099 | 10,888 |
| 2026 (Jan.–Oct.) | 17,831 | 1,528 | 617 | 11,037 |
Applications filed and registrations issued
Applications by filing year, and registrations by the year they issued.
What happened to each year's applications
Status today of applications filed each year. Recent years are still largely pending.
How we counted. USPTO trademark records, retrieved October 28, 2026. The USPTO does not classify filings by industry, so this page counts: Applications in Class 3 whose goods mention cosmetics, skin care, makeup, or hair care. An application is counted once even if it names several qualifying classes.
Top five trademark registrants: Beauty & Cosmetics
The owners that received the most U.S. registrations in this category since January 2021. Korean and Japanese beauty groups are among the most active filers.
U.S. registrations issued since January 2021, by owner
Registrations issued January 2021 to October 2026 in the category described in the data section, by current owner.
View data table
| Rank | Owner | Registrations since 2021 |
|---|---|---|
| 1 | L'Oréal (including L'Oréal USA) | 489 |
| 2 | LG H&H Co., Ltd. | 357 |
| 3 | Shiseido Company, Limited | 286 |
| 4 | Amorepacific Corporation | 194 |
| 5 | Guerlain | 88 |
Owners identified from a random sample of 18,195 of the 55,377 registrations in the category, then counted across all of them by owner name. Listed for information only. These companies are not clients of the firm, and their inclusion implies no affiliation.
What the law says
- The Modernization of Cosmetics Regulation Act of 2022 (MoCRA) added FDA facility registration, product listing, adverse-event reporting, and safety substantiation requirements for cosmetics.
- Claims that a product treats or changes the body's structure or function can make it a drug in the FDA's view. Keep cosmetic claims cosmetic.
- Competitor claims disputes under the Lanham Act usually turn on substantiation: whether the advertiser had adequate support for the claim when it was made.
Start here: a checklist for a new brand
Your checks are not saved.
Who does what for your brand
A licensed attorney is responsible for each matter, supported by paralegals and docketing staff who manage documents, deadlines, and monitoring.
Attorneys
Strategy, filings, and enforcement.
- Clearance searches and written risk opinions
- Applications drafted for beauty goods and services
- Responses to USPTO refusals and oppositions
- Demand letters, licenses, and litigation
Paralegals and docketing
Files complete and deadlines met.
- Specimens, dates of use, and evidence
- Docketing of every USPTO and renewal deadline
- U.S. Customs recordation and Amazon Brand Registry
- Watch notices for new conflicting filings
Client service
Clear, bilingual, and easy to reach.
- Service in English and Spanish
- Copies of every USPTO notice, explained
- A written estimate before each filing
- Renewal reminders well in advance
Frequently asked questions
Can I trademark a product name like 'Glow Serum'?
Not as it stands. Descriptive names are refused or must be disclaimed. A distinctive brand name with a descriptive product name works better.
Can I protect my packaging?
Yes, if it is distinctive and not functional. Packaging can be inherently distinctive, unlike product design.
What is MoCRA?
The Modernization of Cosmetics Regulation Act of 2022. It added FDA facility registration, product listing, and safety substantiation requirements for cosmetics.
Can a competitor sue me over my claims?
Yes. Under the Lanham Act, a competitor can sue over false or misleading claims, and courts look at whether you had support for them.
What classes should a beauty brand file in?
Class 3 for cosmetics and skin care, Class 5 for products sold as drugs or supplements, Class 35 for retail, and Class 44 for salon or spa services.
How do I remove counterfeit products from Amazon?
Enroll in Brand Registry with a registered or pending mark, then use its reporting tools. Repeat sellers may justify a lawsuit.
Talk to us about your beauty brand
Tell us your brand, what you sell, and where. We will check the register, recommend the right filings, and give you a written estimate.
- Clearance searches
- Federal and Florida filings
- Enforcement and litigation
- Customs and marketplace protection