Issue No. 001
May 4, 2026
New York
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The IP Briefing · by ESCA Legal
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| Squish Beauty filed a lawsuit against Coty in the Southern District of New York over CoverGirl’s SQUISHY lip gloss line. The complaint says Coty copied Squish’s name, visual style, marketing aesthetic, packaging cues, and promotional language to trade on the goodwill Squish built around its cosmetics brand. |
| § | The case is Squish Beauty LLC v. Coty, Inc., filed April 28 in the U.S. District Court for the Southern District of New York. | | § | Squish alleges CoverGirl’s SQUISHY line is confusingly similar to its SQUISH mark and directly competes in the lip gloss market. | | § | The complaint points beyond the product name to alleged overlap in fonts, imagery, packaging, messaging, and overall brand presentation. | | § | The Fashion Law notes that Squish is not asserting trade dress rights in the broader look and feel, but is using those surrounding cues to support consumer-confusion allegations. |
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| § ESCA Takeaway |
| This morning’s issue centers on how brand value travels through product names, packaging cues, and licensing controls. |
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| More IP Stories |
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| § Trademark · Filed |
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| DB Ventures, the company behind David Beckham’s fragrance brand, sued Coty in New York over alleged material breaches of their license agreement. The complaint seeks at least $41 million and says Coty mismanaged the Beckham fragrance brand, including by allegedly allowing products to be sold through gas stations and unapproved distributors. |
| § | Reuters reported that the DB Ventures lawsuit was filed in New York on April 23 and seeks at least $41 million in damages. | | § | DB Ventures alleges Coty damaged the David Beckham fragrance brand by mishandling distribution and brand management under the license agreement. | | § | Nautica, also ultimately owned by Authentic Brands, has filed a similar license-related lawsuit against Coty. | | § | Coty told Reuters the claims are without merit and said it will defend itself vigorously. |
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Why it matters
Brand licenses are not just revenue arrangements; they are control systems for where a product appears and what the brand signals to consumers. The lawsuit is a reminder that distribution choices can become legal flashpoints when a licensor believes a licensee has weakened brand equity.
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This newsletter is for informational purposes only and does not constitute legal advice. Published by ESCA Legal. Reading it does not create an attorney-client relationship. Attorney advertising; prior results do not guarantee a similar outcome.
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