Khroma to be renamed Kardashian Beauty

Decision from US based licensing and branding company Boldface Group follows an eight-month trademark dispute

Khroma Beauty, the debut colour cosmetics line from reality TV stars Kim, Kourtney and Khloé Kardashian is to change its name following an eight-month trademark dispute between the US based licensing and branding company Boldface Group, which holds the license for the Kardashian sisters and Lee Tillet, founder of the Florida based cosmetics band Kroma. According to Boldface, the rebrand will “reflect the input and imprint of the Kardashian sisters on the company's flagship brand.”

The newly rebranded Kardashian Beauty will roll out in Duane Reade, CVS and Sears stores within the next three weeks and will feature a collection of face, lip and, cheek and eye products.

Boldface was hit with an injunction barring it from using the Khroma name on a new line of cosmetics endorsed by the reality TV stars on the grounds that the Khroma line was likely to cause confusion with Kroma’s previously registered trademark. According to legal news service Law360.com, US District Court Judge Audrey B. Collins ruled in favour of Kroma, citing that the similarity of the two names would be likely to cause confusion among customers.

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