Harper Beckham is following in her mother Victoria's footsteps by launching her own beauty empire, but with a deliberate move away from the family name.
At 15, the youngest Beckham child has been building a skincare brand set to launch next year. Documents seen by the Mirror show that Harlo by Harper was filed for trademark registration on July 8, 2026. Notably, the name Beckham is absent from the marketing plans.
It's thought the decision is to protect Harper from the pressures that brother Brooklyn has suffered. Andy Barr, Head of Brand Communications at Season One Comms, told the Mirror: 'I think it is a definite step to try and move away from the Beckham brand.'
Moving Away from Brand Beckham
Barr added: 'We're living in a society where nepo babies are quite often criticised, rightly and wrongly, so I think they'll have had one eye on that, and they're thinking about how they can give enough distance between her and Brand Beckham to enable her to have a bit of creative and commercial freedom.'
Comparisons are drawn to eldest brother Brooklyn, who has attempted to carve his own path after publicly distancing himself from his family. In a January Instagram statement, the 27-year-old accused his parents of trying 'endlessly to ruin' his relationship with wife Nicola Peltz.
Brooklyn, who tried modelling and photography before turning to cooking, wrote: 'I do not want to reconcile with my family. I'm not being controlled, I'm standing up for myself for the first time in my life.'
Brooklyn's Trademark Issues
Brooklyn's name was trademarked by mother Victoria Beckham ten years ago when he was a teenager. Earlier this month, reports emerged that the Intellectual Property Office notified Victoria that the trademark was up for renewal, with a letter sent in June. However, a source told The Sun: 'The original application was just a formality. Brooklyn has had control of his trademark since he turned 18. The paperwork is renewed periodically, but it was only ever in the name of his parents because it was taken out when he was a minor.'
In April 2017, BBC News reported that Victoria had trademarked the names of her four children in Britain and Europe, allowing branded products and protecting the Beckham name. She and David had trademarked their own names in 2002 and 2000 respectively.
PR expert Andy explained: 'It is fairly common for celebrities to try and trademark their children's names and their own names, but usually it's with limited success.' He noted that the Beckhams are 'famously protective of their brand' and that trademarks are vital for privacy and security.
Harper's Brand Journey
Harper's upcoming range is marketed to teens and close to her heart, aiming to help young skin ruined by products for older consumers. The trademark covers cosmetics including perfumes, toilet waters, shaving preparations, hair care, skin care, nail care, make-up, and acne medications, as well as online retail stores.
Earlier this year, Victoria spoke about Harper's skin struggles after becoming 'enticed by beauty brands.' Victoria, 52, said: 'She was putting a lot of product on her face that was not suitable for her skin and consequently ended up going to see a dermatologist because her skin was really, really bad.' Revealing that Harper had put together a PowerPoint presentation about launching a skincare brand, Victoria added: 'She's a little entrepreneur herself, and I love the fact she looks up to what I do.'
Andy commented: 'It looks like there is a brand being built, and if it's half as successful, or a quarter as successful as Victoria and David, it will go on to do well. I think in her case, the brand advice would be to lean into your family roots, but don't commit fully. Make sure that you create your own path.'
Back in May, reports indicated that Harper had obtained UK approval for the brand name Hiku By Harper, but the US Patent and Trademark Office gave an 'initial refusal' due to 'likelihood of confusion' with existing businesses. The Sun reported that 'Harper' was already trademarked for brooms and scrubbing brushes, while 'Haiku' was registered for fragrance and toiletry products. After working on the brand for over a year, Harper changed tack, resulting in Harlo by Harper.
