In a fresh announcement, it has been disclosed that Harper Beckham’s upcoming beauty line will bear the name “Harlo by Harper.” This decision follows a setback when her initial trademark request was turned down in the United States.
At just 15, Harper, the daughter of iconic duo David and Victoria Beckham, is gearing up to make significant waves in the beauty industry with her skincare venture slated for launch next year.
Her line is expected to cater to the youthful and trend-savvy audiences of Gen Z and Gen Alpha, offering products that speak directly to their skincare needs.
Harlo, a name that is both modern and gender-neutral, traces its British roots as a less conventional twist on the classic name Harlow, adding an extra layer of intrigue to the brand.
Though specific product details remain under wraps, industry whispers suggest Harper’s line will feature essential skincare items such as facial washes and creams, poised to captivate her target audience.
A source told The Sun: ‘Harper has been working on a name with the team working on the brand for a while and came up with Harlo By Harper. The trademark applications are signed and sealed.
‘Although there is no set date for a launch yet, the aim is to officially start the roll out at some point next year.
The name of Harper Beckham’s beauty brand has been revealed as Harlo by Harper – after her first choice was denied trademark in the US.
The daughter of David and Victoria Beckham, 15, is preparing to blow up the beauty market next year with her own skincare business
‘Victoria has been guiding and supporting Harper every step of the way in this venture. Both Victoria and David couldn’t be more proud of Harper.’
The Daily Mail have contacted the Beckhams’ representatives for comment.
In May it was revealed that Harper suffered a blow to her business plans as she was denied her first choice naming rights in the US.
Back in October, it was revealed the Beckhams had trademarked the name HIKU BY Harper in the UK, putting the steps in motion for the upcoming beauty line.
However, Brand Beckham suffered a setback after the US Patent and Trademark Office issued an ‘initial refusal’ to the name as it could be confused with existing companies.
The Sun has reported the denial came as ‘Harper’ is registered for brooms and scrubbing brushes, while ‘Hiku’ is trademarked for toiletry and fragrance products.
The Beckhams applied for the trademark in November and now have six months to appeal the initial decision.
They planned for the name to be trademarked on make-up and acne skincare, footwear and clothing, keyrings, stickers, hair decorations and brushes.
Daily Mail contacted the Beckhams’ representative for comment.
No doubt, Harper’s plan to start her own beauty line was inspired by the success of her mother Victoria, who has already built a hugely successful fashion and beauty business worth a reported $100million.
Reflecting on the company’s long, winding path to profitability, Victoria told Harper’s Bazaar ‘it’s a huge accomplishment’.
Victoria, who was named Entrepreneur of the Year by the magazine, added: ‘The company has been through so much over the last 17 years – ups, downs, restructuring… it’s been quite the journey.
‘So finally to be able to say we’re profitable is something I’m so proud of, because it’s not an easy industry, and it’s getting harder and harder,’ she added.
2022’s results marked ‘a turning point where the group became profitable’.
While Harper’s final list of products, aimed at Gen Z and Gen Alpha, are being kept under wraps, it’s understood the range will include facial washes and creams
Revenue surged 44 per cent to £58.8million that year compared to £40.9million in 2021.
The success of Victoria’s beauty line, which launched in 2019 and made £2million in its first three months, greatly contributed to the profit.
Products like the ‘Satin Kajal Liner’ are reportedly selling every 30 seconds.
Meanwhile, a 2026 collaboration with Gap helped the brand reach a mass-market audience.
Earlier this year, proud mum Victoria revealed Harper’s ‘really bad’ battle with acne had inspired the teen to launch her very own beauty brand.
Appearing on Emma Grede’s podcast Aspire, Victoria explained: ‘She came to me two or three years ago and she was really struggling with her skin.
‘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 detailed her own battles with acne and said she could relate to her daughter’s struggles: ‘[Harper] said “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 former Spice Girl said the ambitious teen even approached her with PowerPoint presentations in the early stages of getting her beauty line off the ground.
‘One [PowerPoint] about this brand that she wanted to create because she was struggling with her skin’, she added. ‘And the other one was a reason as to why I should let her have a perm’.
Victoria continued: ‘I’m so proud of all my children, but you know Harper is very ambitious, she’s very appropriate but I don’t know what I expected to be honest.
‘I mean, she’s been sitting on my lap taking part in beauty development meetings ever since she was little.’
The business-savvy family have long protected the rights to their children’s names, with Victoria famously registering Harper’s name for use in a range of branded products, including make-up, toys and clothing when she was just five years old.
At the time, an intellectual property expert said it was unprecedented to trademark a child’s name because the move is usually reserved for those who are already celebrities.
Oliver Bray, a partner at international law firm RPC, told the Daily Mail: ‘It normally happens when your career is getting going and a lawyer says, “Let’s get some protection in place.”
‘As opposed to the future-proofing which is what Victoria Beckham has done with her children.
‘It may be a sign of the times with social media and the whole way in which celebrities are exploited.
‘In order to give you more levers to control your image, a trademark is an obvious place to go and it might be that society is driving the Beckhams to use these levers to protect their children in this more manipulative world in which we live.
‘But from another point of view, you could call it savvy and looking to the future.’