Just because Hailey Baldwin married Justin Bieber doesn’t mean she can use his name.
The model, 22, filed to trademark Bieber Beauty for a potential cosmetics brand back in April, but her application was refused by the US Patent and Trademark Office due to similarities to a trademark her husband has owned since 2009.
The USPTO cited “likelihood of confusion” and “similarity of marks” as reasons Baldwin’s request was denied, according to The Blast; Justin has held the trademark for his own name in the areas of cosmetics, fragrances, soaps, shampoos and lotions for the past decade.
However, not all is lost for Baldwin’s fashion and beauty ambitions. She also previously filed to trademark her maiden name and middle name, Rhode, and those applications don’t appear to have been refused.
If she’s still set on using the Bieber surname for her beauty business, perhaps the couple could team up on a unisex line.
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