The global beauty market has shown steady growth in recent years, with key developments and trends in the beauty industry including:

1) Consumer Upgrading and Segmentation: Consumers increasingly prioritize product functionality (e.g., anti-aging, sun protection) and ingredient transparency (e.g., natural, organic).

2) Digital Transformation: E-commerce and social media platforms (e.g., Douyin, TikTok) have become critical channels for beauty product sales. Globally, livestreaming commerce and short-video marketing have significantly boosted brand exposure and conversion rates.

3) Sustainability and Green Beauty: Growing environmental awareness has driven the popularity of “clean beauty” and recyclable packaging. Consumers are more inclined to choose brands with social responsibility.

4) Rise of Emerging Markets: The Asia-Pacific region (particularly China and India) has become a core engine for global beauty market growth.

With the booming development of the global beauty industry, competition among beauty brands worldwide has intensified. Trademarks, as the industry’s core intellectual property and key identifier of brand recognition, have become increasingly vital to protect. The global expansion of beauty brands has led to a rise in cross-border trademark conflicts, particularly in multilingual environments where similar names or designs may spark disputes. The high profitability of the beauty market has attracted speculators to preemptively register trademarks, 1 2 especially targeting brands rapidly expanding on e-commerce platforms (e.g., Tmall, Amazon). The surge in counterfeit products on e-commerce and social media platforms (e.g., TikTok, Pinduoduo), coupled with the low cost and high dissemination speed of imitation brand trademarks, has made it challenging for authentic brands to enforce their rights. The rise of the metaverse, NFTs, and virtual goods has extended trademark protection into virtual spaces, where brands need to register trademarks related to digital assets, yet legal frameworks in many countries remain unclear in this domain.

This white paper aims to provide a comprehensive and practical guide for legal professionals and intellectual property managers in the beauty industry. It analyzes the current state, challenges, and strategies for trademark protection in the beauty sector, helping companies build robust brand barriers in a rapidly evolving market environment. By leveraging 2020-2024 trademark data from the Kangxin IP Platform, along with case studies and recommendations, this white paper offers valuable insights and references for industry players

Full Report: White Paper on Trademark Protection in Beauty Industry.pdf