THE WHAT? Petunia Merchandise Inc., doing enterprise as Billion Greenback Magnificence, has filed a lawsuit towards Anastasia Beverly Hills LLC and its CEO, Anastasia Soare, alleging trademark infringement over Soare’s forthcoming guide “Elevating Brows: My Story of Constructing a Billion-Greenback Magnificence Empire.”
THE DETAILS Filed within the US District Courtroom for the Central District of California, the criticism claims that the guide’s title violates Petunia’s registered logos “Elevating Brows,” “Billion Greenback Magnificence,” and “Billion Greenback Brows.”
In keeping with the submitting, on-line searches for “Elevating Brows” now return outcomes for Soare’s guide and the Anastasia Beverly Hills web site, allegedly displacing Petunia’s personal model visibility and creating shopper confusion. The lawsuit additional asserts that Soare and her firm have lengthy been conscious of Petunia’s existence, referencing a 2005 change wherein Anastasia Beverly Hills declined to retail Petunia’s “Forehead Enhance” product, allegedly citing the model as a aggressive risk.
The go well with additionally names Oprah Winfrey, Oprah Every day LLC, Penguin Random Home LLC, and Ulta Magnificence Inc. as defendants, alleging contributory infringement for his or her roles in selling or distributing the guide. Petunia is represented by Berstein Regulation PC.
The case is Petunia Merchandise Inc. v. Anastasia Beverly Hills LLC, C.D. Cal., No. 8:25-cv-02312, filed October 13, 2025.
THE WHY? The lawsuit underscores escalating tensions between magnificence manufacturers over mental property and model id, as high-profile founders leverage their private tales for advertising and marketing and media enlargement.
Supply: Bloomberg Regulation
