Why vegan beauty brands need to take trademark protection seriously

With vegan cosmetics and personal care products more likely to use naturally-derived ingredients – and fewer innovative technologies – trademark protection should be a high priority

Marisa Broughton

Veganism dates back much further than you might think, with evidence of people avoiding animal products as far back as 2,000 years.

The word ‘vegan’ was coined later by Donald Watson who went on to found the Vegan Society in 1944. Issuing the Vegan Trademark since 1990, the Vegan Society helps businesses show that their products meet certain requirements.

But as vegan brands often rely more heavily on naturally-derived ingredients, and fewer innovative technologies, the opportunity for imitation and copycat products widens.

Here, Marisa Broughton, partner and trademark attorney at European intellectual property firm Withers & Rogers LLP, talks to Cosmetics Business about why vegan beauty businesses must protect their brands.


"The recent proliferation of vegan cosmetics and perfume brands has been fuelled by growing consumer interest in a more natural way of life, which is often motivated by a desire to improve health and wellbeing, or concern for animal welfare.

In these rapidly-growing markets, however, there can be unforeseen . . .

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