Another major trademark dispute is making headlines worldwide, this time involving global cosmetics giant L’Oréal and a small UK business owner, Rebecca Dowdeswell, who runs a beauty salon under the name “nkd.” L’Oréal trademark case against Dowdeswell, claiming her brand name is too similar to its own “Naked” product line. This case perfectly highlights how companies, big or small, actively protect their intellectual property rights (IPR) and the elements tied to their brand identity. It’s a reminder that even the smallest detail, such as a name or a logo, can hold strong brand value. Keep reading to learn more about this ongoing dispute and explore the latest IP news from around the world.
How Did the Trademark Battle Between L’Oréal and UK Salon Owner Rebecca Dowdeswell Begin?
To really understand this case, we need to look at how it all started and what caused the dispute in the first place. It began with Rebecca Dowdeswell, a small business owner from the UK who runs a waxing and beauty salon called nkd (pronounced naked). She’d been running her business since 2009 without any issues, even though L’Oréal already had products under the “Naked” name. For years, both brands coexisted peacefully. But things took a turn during the Covid-19 pandemic in 2019, when Rebecca had to temporarily shut down her business — and during that time, her trademark for nkd expired.
After the pandemic, she reapplied for the trademark in 2022, hoping to keep her brand protected. That’s when L’Oréal stepped in, filing an objection and claiming that nkd could confuse customers because it sounded too similar to their “Naked” line. What followed was a classic David vs. Goliath battle. By 2023, the dispute had grown into a full-blown legal fight that cost Rebecca over £30,000 and even forced her to close one of her salons. The case eventually reached the UK Intellectual Property Office tribunal in 2025, where L’Oréal later softened its stance, allowing her to use nkd for some services. Still, the final decision hasn’t been announced yet — and the case has become a symbol of how tough it can be for small business owners to defend their brands against big corporations.
What Has Happened So Far in the ‘nkd’ vs L’Oréal trademark case?
So far, the L’Oréal vs. nkd trademark dispute has gone through quite a few twists and turns, but there’s still no final verdict. It all started when Rebecca Dowdeswell’s trademark for “nkd” expired back in 2019, right around the time the pandemic hit and her business took a serious hit. A few years later, in 2022, she reapplied to register her brand, but that move sparked an objection from L’Oréal, which claimed that her nkd brand could be confused with its own “Naked” product line. Things quickly escalated, turning into a full-on legal fight that cost Rebecca over £30,000 and even forced her to close one of her salons. The case eventually made its way to the UK Intellectual Property Office tribunal in 2025, where both sides presented their arguments. L’Oréal later softened its stance, allowing her to keep using the nkd name for some services, but the final ruling still hasn’t been announced. For now, the case stands as a perfect example of how tough it can be for small business owners to protect their brands when big corporations get involved.
Conclusion
The L’Oréal trademark case shows just how complicated and costly brand protection can be — especially for small business owners. What started as a simple trademark renewal turned into a global headline about power, persistence, and the fine line between protecting a brand and overpowering one. As the case awaits its final ruling, it serves as a reminder that intellectual property rights matter for everyone — from local entrepreneurs to global giants — and that staying vigilant about trademarks can make all the difference in protecting what you’ve built. Keep reading about the latest IP news across the world.