Harper Beckham is following in her family's footsteps as she prepares to enter the beauty world with her own brand, but her journey has already faced an unexpected hurdle. The 15-year-old daughter of David and Victoria Beckham reportedly had to change her original brand name after running into a trademark issue.
The teenager's upcoming beauty line, now called Harlo by Harper, marks her first major business venture and adds another Beckham name to the fashion and beauty industries. With her mother already established as a designer and beauty founder, Harper's launch is expected to attract plenty of attention when it arrives.
Why Harper Beckham Changed the Original Brand Name
Harper's beauty brand was originally expected to launch under the name HIKU by Harper, which was inspired by Korean beauty trends. But according to reports, trademark filings connected to the name faced an objection because of similarities with an existing trademark.
The name appeared to be a personal choice for Harper, keeping her identity at the centre of the brand. And securing a trademark is one of the biggest steps when creating a beauty company, especially for brands hoping to expand internationally.
Instead of continuing with the dispute, Harper's team moved forward with a new name: Harlo by Harper. The updated title keeps the connection to Harper while giving the brand a fresh identity ahead of its expected launch.
Trademark issues are not unusual in the beauty world, where companies often need to carefully protect their names, logos and product categories before entering a competitive market.
Harlo by Harper: Inside the Upcoming Beauty Brand
Although Harper Beckham has not officially revealed the full details of Harlo by Harper, reports suggest the upcoming beauty brand will connect with a younger generation of beauty lovers. Unlike many celebrity beauty launches aimed at older consumers, Harper's brand is reportedly being developed with Gen Z and Gen Alpha shoppers in mind.
According to reports, the idea behind Harlo by Harper has been shaped by her own interest in beauty, including her experience creating online tutorials and sharing her passion for fashion and cosmetics. The brand is also said to take inspiration from South Korean beauty, an industry known for its innovative skincare trends and strong influence among younger beauty consumers.
The pricing has also not been officially announced. However, based on the current celebrity beauty market, Harlo by Harper could potentially follow the accessible luxury model — offering products with a premium feel without reaching the highest luxury price points.
For comparison, many celebrity-backed beauty products typically range from around £10 to £50 depending on the item and category.
A launch date has not been officially confirmed, but reports suggest the brand could arrive in 2027. Until then, fans will have to wait for more details about Harper's first products, campaign style and the beauty identity she hopes to create.
The Beckhams' Growing Beauty Influence
Harper is not starting from zero when it comes to beauty. She has grown up around one of fashion's most recognisable families, with her mother Victoria Beckham already making her own name in the industry.
Victoria launched Victoria Beckham Beauty in 2019, creating a luxury beauty brand focused on makeup and skincare. The company has since developed a loyal following with products including eye palettes, lip products, moisturisers and serums.
Harper is also entering a beauty industry where celebrity founders have become powerful forces. Rihanna's Fenty Beauty changed expectations around shade inclusivity, while Selena Gomez's Rare Beauty became known for its emotional branding and accessible products.
Hailey Bieber's Rhode has also gained major attention for its minimalist skincare approach, while Kylie Jenner's Kylie Cosmetics helped popularise celebrity-led makeup brands.
With strong examples around her and Victoria's experience behind her, Harper has a unique opportunity to build a beauty label with its own personality.
