Dior Opposes Sincerely Jules Beauty Trademark at TTAB

Parfums Christian Dior filed an opposition with the U.S. Trademark Trial and Appeal Board in May 2026 against influencer-founded brand Sincerely Jules. The opposition challenges the registration of SINCERELY JULES for Class 3 goods including fragrances, cosmetics, and skincare products.

Dior argues that the mark incorporates its longstanding JULES trademark in its entirety and covers overlapping goods, creating a likelihood of consumer confusion. Dior has used JULES for fragrances for more than 40 years.

The opposition tests the scope of coexistence agreements in trademark proceedings. Sincerely Jules' application seeks protection for a range of beauty items that align with Dior's registered goods.

The TTAB instituted the proceeding on May 14, 2026. No resolution has been reported as of the latest filings.

Sources: https://www.thefashionlaw.com/dior-sincerely-jules-trademark-clash-tests-the-limits-of-coexistence/ https://www.netinfluencer.com/christian-dior-opposes-influencer-founded-brand-sincerely-jules-over-beauty-trademark/