On July 3, 2024, Hailey Bieber’s beauty brand, Rhode, reached a settlement in a high-profile trademark dispute that had spanned over two years. The legal contention began in June 2022 when Rhode-NYC, a fashion brand founded in 2014 by Purna Khatau and Phoebe Vickers, filed a lawsuit alleging Bieber’s use of the "Rhode" name for her skincare line constituted trademark infringement.
Rhode NYC argued that Bieber's substantial celebrity influence could lead to consumer confusion, diluting the brand's identity. The fashion company highlighted that Bieber had unsuccessfully attempted to acquire the trademark in 2018 but launched her brand under the same name regardless.
The dispute escalated as both parties engaged in various legal proceedings, including telephone conferences and negotiations. A significant turn occurred when the court denied Rhode-NYC’s motion for a preliminary injunction, which would have temporarily halted Bieber’s use of the "Rhode" trademark.
The settlement reached on July 3 involved both parties voluntarily dismissing their claims and agreeing to cover their respective costs. Specific terms of the settlement were not disclosed. Still, it is inferred that it involved certain mutual concessions, possibly including adjustments to the usage of the Rhode trademark or financial arrangements.
This case exemplifies trademark protection's increasing complexities and significance in the beauty industry, especially with the influx of celebrity-backed brands. It underscores the importance of thorough trademark searches and legal counsel to navigate potential intellectual property conflicts. The dispute also highlighted the challenges smaller, established brands face when competing against high-profile, resource-rich ventures.
