After Victoria Beckham faced backlash over revealing that her 15-year-old daughter Harper wanted to launch a beauty brand after “struggling” with her skin, a new report has revealed the teenager’s skincare line has a new official name.
According to The Sun, the brand will now be called Harlo by Harper, replacing the previously reported name, HIKU by Harper.
A source told the publication, “Harper has been working on a name with the team working on the brand for a while and came up with Harlo By Harper. The trademark applications are signed and sealed.”
Women Are Swapping Their Boring Water For This Ice Pop Electrolyte Mix!
Harper Beckham's Upcoming Skincare Line Has New Name
The insider added that while there is no official launch date yet, the goal is to begin rolling out the brand sometime next year.
"Victoria has been guiding and supporting Harper every step of the way in this venture. Both Victoria and David couldn't be more proud of Harper," the source said.
The rebrand comes after it was revealed in October of 2025 that the Beckham family had trademarked HIKU by Harper in the U.K. However, the name reportedly hit a roadblock in the United States when the U.S. Patent and Trademark Office issued an initial refusal, citing potential confusion with existing trademarks.
According to documents referenced by Cosmetics Business, the name "Hiku" is already registered for personal care products and fragrances, while "Harper" is trademarked in certain cleaning product categories, including brooms and scrubbing brushes, creating legal obstacles for HIKU by Harper.
Industry reports describe Harlo by Harper as having a more modern, gender-neutral identity. Although the line has yet to launch, trademark filings and industry sources suggest it will target Gen Z and Gen Alpha consumers with products designed specifically for teenage, acne-prone skin.
The initial collection is expected to include cleansers, facial washes, moisturizers, and creams, with formulations inspired by South Korean K-beauty.
View this post on Instagram
Victoria Beckham Reveals Harper's Skin Struggles
The announcement follows Victoria's recent comments on Emma Grede's Aspire podcast, where she revealed Harper's struggles with her skin inspired the business idea.
While Victoria said Harper wanted to create products she couldn't find herself, many fans questioned the story online, with some skeptical that Harper had ever dealt with significant skin issues and others criticizing the family for launching yet another celebrity beauty brand.
“She used to have beautiful skin, but then, like all young girls, she was enticed by certain beauty brands and she was putting a lot of product on her face that was not suitable for her skin and consequently ended up going to the dermatologist because her skin was really, really bad.”
“She said, ‘I really want to create a brand because I know what I want, what I can’t find and I don’t want other people to have to go through what I have been through.'”
The mom of four revealed that Harper even put together a PowerPoint presentation outlining her skincare concept. Not everyone was convinced by Victoria's story, with many social media users accusing the Beckham family of using Harper's experience to tease another celebrity beauty brand.
"Love Victoria but don't buy this story one bit! When did Harper ever have bad skin?? Who was buying the unsuitable products? There's no real struggle when you're a multi millionaire with access to the best products/therapists etc!" one person wrote.
Another commented, "It's the oldest story in the book; I want to create something I can't find. It's painful to listen to this about a young teenager developing a brand. I mean, who wrote this script."
Others questioned whether Harper should already be thinking about launching a business.
"Of course she did Victoria! Any excuse to exploit your offspring for Brand Beckham," one user wrote.
Another added, "Victoria is jumping on this mega trend all celebrities have launched—Kylie, Rhode, Rare Beauty, Fenty, the list is endless—and branding is very lucrative. Look at Victoria already marketing it, soft launching it!"
