Well, it was only a matter of time and I’m surprised it hasn’t happened sooner! E.L.F. Cosmetics is being sued for duping the popular Benefit Cosmetics Lash ‘N Roll Curling & Lifting Mascara. E.L.F. has built a beauty empire on the backs of other brands in recent years. I remember the days they sent out emails comparing themselves to other brands giving a “This or That” type suggestion. But in recent years, E.L.F. has just decided to copy everything everyone else was doing and it’s worked out well for them, especially in a world where everyone just wants the next affordable beauty product. But Benefit isn’t going to take it as they are in the process of suing E.L.F. Cosmetics since 2023. The lawsuit states: “Benefit maintains that in January 2023 it became aware that e.l.f. was selling mascara under e.l.f.?s Lash ?N Roll using Benefit?s Roller Lash Trade Dress. It thereafter notified e.l.f. of its registered trademark and common law trade dress rights and requested e.l.f. cease and desist from its acts of infringement. Because e.l.f. continued selling its Lash ?N Roll mascara, Benefit filed suit. The Complaint raises nine claims for relief,including two trade dress claims: one for federal trade dress infringement in violation of 15 U.S.C. § 1125(a), and one for California common law trade dress infringement.”
You can read the rest of the lawsuit at law.justia.com. The case is still ongoing.
I thought this was incre...