David vs. Goliath: How One Small Salon Owner is Taking on Beauty Giant L'Oréal

The toughest battles are often the ones no one sees. Behind every small business success story, there’s usually a mix of resilience, quiet grit, and relentless adaptability. Rebecca Dowdeswell, founder of the Leicester-based salon nkd, is living proof right now, she’s going head-to-head with cosmetics heavyweight L’Oréal in a full-blown trademark fight.

Big companies trademark generic terms

This is not a stand alone case, which is why you need to beware.

- Apple Inc. has trademarked the word Apple®
- Sealed Air Corporation trademarked Bubble Wrap.®
- Kawasaki trade marked Jet Ski®
- Entrepreneur LLC trade marked Entrepreneur®
-  DC Comics Partnership, Marvel Characters, Inc. trade marked Super Hero®

Now back to our story

Rebecca launched nkd back in 2009, building a reputation for top-tier waxing and laser hair removal services. It became a well-loved brand in the Midlands. But like many small business owners, she took a hit during the Covid pandemic juggling lockdowns, staff worries, and the sheer chaos of survival. Somewhere in the mess, one key thing was missed: renewing her trademark.

Trade marks expire

In the UK, a registered trademark lasts for 10 years from the date of registration. It can be renewed every 10 years to maintain protection. There is no limit to the number of times a trademark can be renewed. 

The original trademark expired in 2019. She missed the six-month grace period too. When she tried to reapply in 2022, it was treated as a brand-new filing. That’s when L’Oréal swooped in objecting to her use of nkd on the grounds it was too close to their Naked range under Urban Decay, especially their famous eyeshadow palettes.

L’Oreal has the word NAKED trademarked which it uses for some of its Urban Decay eyeshadow palettes and a small amount of other make up items (such as concealer and foundation).

L’Oréal claimed people might think nkd was linked to their Naked brand. But Rebecca’s having none of it.

“In 15 years of trading, no one’s ever confused the two,” she told the BBC. “There’s no evidence of that at all.”

This battle’s already cost her over £30,000 and forced her to shut her Nottingham branch. But she’s standing firm.

“I think L’Oréal assumes I’ll just give up but I won’t.”

To make matters worse, she says the settlement offers on the table would force her to change key parts of her brand identity something she’s not willing to do after building it from the ground up over so many years.

Now, it’s all heading to a formal hearing at the UK Intellectual Property Office, set for 5 November 2025. But with the post-Brexit backlog (thanks to over 1.4 million EU trademarks being cloned into the UK system), a decision won’t land until mid-2026.

Not one to back down, Rebecca has also filed to revoke some of L’Oréal’s broader NAKED trademarks, arguing they’re not being used as trademark law requires. It’s a bold move, but it could turn the tide.

Rebecca's story teaches us powerful lessons about protecting your brand:

Key Takeaways:

• Trademark Renewals are Crucial: Never let important deadlines slip; renewing trademarks timely saves significant trouble later.
• Prepare for Opposition: Big corporations may challenge smaller brands, so have a robust IP protection strategy.
• Understand the Risks: Trademark disputes can drain resources; consider legal insurance or expert advice.
• Know Your Rights: Actively monitor potential threats and proactively challenge unfair or unused trademarks when necessary.

Ultimately, Rebecca's fight shows us that visibility isn’t just about marketing it’s about legally owning your brand. When small businesses stand their ground, they can prove that even giants like L’Oréal aren’t unbeatable, but who needs the fight?

Get protected before the battle starts.

Contact the author

Umair Hotiana — founder of Sort My Mark and a trademark search analyst with over 9 years of experience, including at Corsearch, one of the world’s leading IP research firms.

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