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July 27.2025
3 Minutes Read

Salon owner takes on L'Oréal in trademark dispute: The fight for nkd

Woman in modern interior related to L'Oréal trademark dispute.

salon owner readies for battle with l'oréal over trademark

Rebecca Dowdeswell is gearing up for a crucial hearing against L'Oréal, the global cosmetics powerhouse that opposes her trademark claim for her Leicester-based business, nkd. This dispute has already spanned three years, deeply impacting her personally and professionally.

the trademark tussle explained

The conflict stems from Dowdeswell's attempt to renew her trademark, which she has held since 2009 but which expired in 2019. She missed the renewal window due to the chaos of the COVID-19 pandemic. Now, L'Oréal argues that her use of the name nkd would confuse consumers because they own the trademark for a skincare line called Naked associated with Urban Decay, a popular beauty brand.

consumers confused? not a chance!

“In 15 years of trading, no one has ever confused us with Naked by Urban Decay,” Dowdeswell insists. Her argument highlights the lack of actual consumer confusion, a critical factor in trademark disputes. L'Oréal’s claim hinges on the potential for confusion rather than any evidence of it occurring, raising questions about the corporate giant's motivations.

how brexit complicates things

The legal proceedings have faced further delays attributed to backlog issues stemming from Brexit. The Intellectual Property Office (IPO) has experienced a surge in caseload, combining trademarks that were originally registered in the EU with those in the UK. As a result, the hearing date has been postponed, adding a layer of frustration for Dowdeswell.

the emotional toll of a legal battle

“It’s been really stressful to deal with, but I enjoyed a break from it,” she explained, reflecting on the psychological strain the case has taken on her and her family. The toll of battling a multi-billion-pound corporation is immense, especially for a local business owner balancing personal and professional commitments.

what this means for local businesses

This case resonates deeply with local entrepreneurs who encounter similar challenges. The implications extend beyond a simple trademark dispute. It highlights the battlefield in which small businesses operate against corporate giants. Dowdeswell’s fight signals to others that persistence matters. She hopes to set a precedent that could embolden local entrepreneurs in their own trademark battles.

the importance of community support

As she braces for the upcoming hearing, community support plays a vital role in fueling her determination. Businesses thrive in supportive environments, and neighboring entrepreneurs are rallying behind her cause. “I’m not going to disappear,” Dowdeswell states resolutely. Her resolve captures the spirit of local businessowners banding together against larger adversaries.

how to help the cause

There are actionable ways the community can support local businesses like Dowdeswell’s nkd. Consider shopping locally, sharing her story on social media, or praising her work in local forums. Advocacy and awareness can level the playing field, making a significant difference in the survival of small businesses.


This fight is about more than just a trademark; it’s about standing up for what you believe in and refusing to let a corporate behemoth lay claim to your identity. If you believe in the resilience of local businesses, support them—because every little bit helps.

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