Fenty Beauty Blocks 'The Matchsticks' EU Trademark

European Union officials have rejected an application to register 'The Matchsticks' as a trademark after Fenty Beauty demonstrated that the mark would take unfair advantage of the reputation of its 'Match Stix' makeup products and associated celebrity connections.

The decision, issued around October 15, 2026, highlights the strength of reputation-based opposition claims under EU trademark law when linked to high-profile brands.

Fenty Beauty, founded by singer Rihanna, successfully argued that consumers would associate the proposed mark with its established line, leading to the rejection of the application.

This outcome underscores the protective scope available to well-known marks in the cosmetics sector against similar designations.

Sources: https://www.law360.com/intellectual-property-uk https://trademarklawyermagazine.com/trademark-news/