Serena Williams files trademark for Aneres cosmetics

The US professional tennis player has filed an application to trademark her name in reverse

© Tourism Victoria

Serena Williams, the world-famous professional tennis player, has filed a trademark for a new beauty brand called Aneres – Serena spelled backwards.

The 36-year-old filed a trademark that covers goods including cosmetic preparations for skin care, make-up, make-up remover, cologne and perfume, body lotion, skin lotion, bath soap and body wash, make-up kits, shampoo, dry shampoo, hair rinse, hair spray and gels.

It also covers applicators including make-up brushes, sponges and sticks, plus cosmetics bags and cases.

George Sevier, Principal Associate at Gowling WLG law firm, said: “Using Aneres rather than Serena is a sound move – apart from avoiding issues with any other businesses already using the name, it allows Serena Williams to sell the rights to the brand without being prevented from using her own name (an issue which Jo Malone and Elizabeth Emanuel faced).”

Williams filed a new trademark for Aneres in 2016 for clothing and fashion-related goods, following a registration in 2003 that had expired following inactivity.

Also a qualified nail technician, Williams collaborated with OPI in 2011 to create the Serena Grand Slam range of tennis-themed nail polish duos, launched to coincide with that year’s tennis championships including Wimbledon, the French Open and the American Open.

Shades in the sets included Your Royal Shine-ness, Grape…Set…Match and Simply Smash-ing, along with glitter top coat Servin’ Up Sparkle.