Harper Beckham’s, 15, beauty brand name is ‘revealed’ as she prepares to follow in Victoria’s footsteps – after her first choice was ‘denied trademark in America’

The name of Harper Beckham’s beauty brand has been ‘revealed’ after her first choice was ‘trademark rejected in America’.

David and Victoria Beckham’s 15-year-old daughter is set to blow up the beauty market next year with her own skincare business.

The teenager will reportedly sell products aimed at Generation Z and Generation Alpha under the Harlo by Harper brand.

While Harper’s final product list has been kept under wraps, it appears the range will include facial cleansing gels and creams.

‘Harper had been working on a name with the team working on the brand for a while and came up with Harlo By Harper. Trademark applications are signed and sealed.

‘While there is no set date for launch yet, the aim is to officially launch at some point next year.

‘Victoria has been guiding and supporting Harper through every step of this initiative. A source said both Victoria and David couldn’t be prouder of Harper. Sun.

David and Victoria Beckham’s 15-year-old daughter is set to blow up the beauty market next year with her own skincare business

The Daily Mail has contacted the Beckhams’ representatives for comment.

In May, it was revealed that Harper’s business plans had taken a hit when he was denied the rights to his first choice naming rights in America.

In October, it was revealed that the Beckhams had trademarked the name HIKU BY Harper in the UK, setting steps in motion for their upcoming beauty line.

However, Brand Beckham suffered a setback after the US Patent and Trademark Office issued an ‘initial rejection’ decision on the grounds that the name could be confused with existing companies.

The Sun reported that this rejection decision came because ‘Harper’ is registered for brooms and brushes, while ‘Hiku’ is a trademark for toiletries and perfume products.

The Beckhams applied for the trademark in November and have six months to appeal the initial decision.

They planned to brand the name on makeup and acne skin care, shoes and clothing, keychains, stickers, hair ornaments and brushes.

The Daily Mail has contacted Beckham’s representative for comment.

Earlier this year, proud mum Victoria revealed Harper’s ‘really bad’ struggle with acne had inspired the teenager to launch her own beauty brand.

Appearing on Emma Grede’s podcast Aspire, Victoria explained: ‘She came to me two or three years ago and was really struggling with her skin.

‘She used to have beautiful skin but like all young girls she was seduced by beauty brands and was putting a lot of products on her face that were not suitable for her skin and as a result she went to a dermatologist because her skin was really bad.’

Victoria detailed her struggle with acne and said she could relate to her daughter’s struggles: ‘[Harper] “I want to create a brand because I know what I want and I don’t want others to go through what I went through,” he said.

While Harper’s final product list for Gen Z and Generation Alpha has been kept under wraps, it appears the range will include facial cleansing gels and creams.

Victoria said the ambitious teenager even approached her with PowerPoint presentations in the early stages of launching her beauty line.

‘One [PowerPoint] “It’s about this brand that she wanted to create because she was struggling with her skin,” she said. ‘The other was a reason why I should get her a perm.’

Victoria added: ‘I’m so proud of all my kids but you know Harper is very ambitious, very fit but I don’t know what I was expecting to be honest.

‘So, she’s been sitting on my lap and attending beauty enhancement meetings since she was little.’

The business-savvy family has long protected the rights to their children’s names; Victoria registered Harper’s name for use on a range of branded products, including make-up, toys and clothing, when she was just five years old.

An intellectual property expert at the time said trademarking a child’s name was an unprecedented practice because the move was usually directed at those who were already famous.

Oliver Bray, a partner at international law firm RPC, told the Daily Mail: ‘This normally happens as your career progresses and a lawyer says, ‘Let’s get some protection in’.’

‘Unlike Victoria Beckham’s future work with her children.

‘This may be a sign of the times when social media and celebrities are being exploited.

‘To give you more leverage to control your image, a trademark is an obvious place to go, and society may be pushing the Beckhams to use these levers to protect their children in this more manipulative world we live in.

‘But from another perspective you could call it insightful and forward-looking.’