“Beauty Concepts actively seeks to advertise, market to, and serve clients of all genders, races, and ethnicities, specializing in corrective skincare for all skin types,” the lawsuit states. “Notably, Beauty Concepts is a Black-owned business and seeks to ensure its services specifically serve Black women and other women of color, who have been historically underserved, excluded, and diminished by the beauty industry.”
However, as Kardashian’s lawyer told E! News, “We applaud Ms. Lunsford for being a small business owner and following her dreams. But that doesn’t give her the right to wrongfully claim that we’ve done something wrong.”
On March 28, 2021, Beauty Concepts filed an application with the U.S. Patent and Trademark Office to trademark its SKKN+ design mark, or stylized logo, for use in beauty salon and skincare services, records show.
On March 30, 2021, Kardashian filed several trademark applications to be able to use the term “SKKN BY KIM” for skincare products and a variety of merchandise. The following July, the reality star filed to trademark just the word “SKKN” for use in skincare products, without any specific styling, according to a USPTO filing.