Who is Kylie? Well, that depends on who you ask.

For fans of pop music, Kylie has been synonymous with Kylie Minogue, the Australian singer and performer who has dominated the charts for decades. But for a younger generation, Kylie is more likely to bring to mind Kylie Jenner, the U.S.-based reality TV star turned business mogul.

And in the world of intellectual property, the real question was: Who owns Kylie?

The Trademark War: Kylie vs. Kylie

In 2015, Kylie Jenner filed a trademark application in the United States for exclusive rights to the name Kylie for advertising and entertainment purposes. However, Kylie Minogue, who had been using her first name commercially for decades, quickly opposed the application. Her argument? Jenner’s trademark would create confusion, dilute her brand, and overshadow her existing trademarks, which covered everything from music to fragrances and apparel.

The dispute reached the U.S. Patent and Trademark Office (USPTO), and in a decision that reinforced the importance of prior brand establishment, Minogue successfully blocked Jenner’s attempt to trademark Kylie in isolation. As a result, Jenner had to pivot, branding her cosmetics line as Kylie Cosmetics instead.

But this case wasn’t just about celebrity egos. It was a textbook example of the importance of trademark strategy in global business.

Why Do Trademarks Matter?

Trademarks are more than just legal protections; they are a company’s most valuable asset. A strong trademark:

• Distinguishes your brand from competitors
• Prevents copycats from diluting your business
• Ensures global expansion is protected from legal roadblocks
• Adds value to your business as an intellectual property asset

Too often, businesses and individuals wait until they have launched in a new market before securing trademark protections—only to find themselves in costly legal battles or forced to rebrand.

The International Trademark Puzzle

If you’re thinking about global expansion, trademark security should be a first step, not an afterthought. However, it’s not as simple as filing a single trademark and calling it a day. The Kylie vs. Kylie case underscores the importance of securing trademarks in multiple jurisdictions.

International trademark registration can be streamlined through the Madrid Protocol, a treaty that allows businesses to file for trademark protection in multiple countries with one application. This approach helps prevent situations like the Kylie dispute—where a brand faces legal challenges after launching in a new region.

The Balance Between Innovation and Protection

Trademark law is a delicate balance. On one hand, it prevents consumer confusion and protects established brands. On the other, it must allow room for new businesses and innovations to enter the market.

In the Kylie case, the USPTO ruled in favor of an existing, well-known brand. But what about industries where innovation is rapid? Tech companies, for example, often face trademark conflicts when new brands emerge with similar names. The key is having a proactive strategy.

Lessons for Businesses: Turn Trademarks Into a Competitive Advantage

The Kylie trademark battle is more than a celebrity feud—it’s a lesson in brand protection. For businesses looking to expand globally, it raises critical questions:

• Have you secured your trademark before entering a new market?
• Is your trademark portfolio strong enough to prevent copycats?
• Do you have a legal strategy in place to defend your brand?
• Are you using international trademark treaties to simplify protections?

At the end of the day, trademarks are not just legal safeguards; they are business strategies. Whether you’re a global corporation or a startup with international ambitions, protecting your brand name early can save you from battles later. Just ask Kylie—whichever one you prefer.

Expanding Your Business? Secure Your Brand First.

One major lesson from the Kylie trademark dispute is that securing a trademark in one country doesn’t mean you’re protected worldwide.

For businesses with global aspirations, trademark registration should be a first step, not a reactive measure. The best approach is securing trademarks in multiple jurisdictions, which can be done through international trademark treaties like the Madrid Protocol. This treaty allows businesses to file for trademark protection in multiple countries with one streamlined application, simplifying global brand security.

At BridgehouseLaw LLP, we help businesses navigate international trademark law to ensure that their brand is protected—before they enter new markets.