E.l.f. Beauty Files Trademark Opposition as It Fortifies Brand Amid Expansion
Jun/13/2025
On June 10, e.l.f. Cosmetics, Inc. formally opposed the U.S. trademark application for ‘ELVN’ by Relaxious Universe Limited, a mark covering a range of cosmetic and aromatherapy products along with related retail services—signaling a defensive move to protect its brand equity amid rapid growth. This legal action follows e.l.f.’s strategic expansion into the premium skincare space with the $1 billion acquisition of Hailey Bieber’s Rhode, its second major skincare acquisition in two years. The company, whose appeal among Gen Z consumers is bolstered by a digital-native, cruelty-free product line and strong social media presence, has seen soaring revenues, topping $1.3 billion in 2024. With its broadening brand portfolio— now including Rhode, e.l.f. Skin, Naturium, and Keys Soulcare — e.l.f. appears intent on safeguarding its naming territory as it scales both organically and via M&A, pushing deeper into prestige segments and international distribution channels. Following visualisation shows detail info on opposed ‘ELVN’ trademark.
