There’s no question that the Kardashians love the letter “k”, but it’s that very letter that is getting Kim, Kourtney, and Khloé into serious legal trouble. The trio’s newest venture, Khroma Beauty, has been slapped with a lawsuit from Kroma Makeup, and has received a major complaint from Chroma Makeup Studio. And so begins the Khroma vs. Kroma vs. Chroma smackdown.
Here’s a primer on all three companies: The Kardashian’s Khroma Beauty line is licensed by Boldface Licensing + Branding, Kroma Makeup is an eight-year-old cosmetics brand owned by Lee Tillett Inc., and Chroma Makeup Studio is a 12-year-old Beverly Hills studio and brand.
The Kardashians announced their cosmetics line back in June, and it’s expected to generate between $45 million and $50 million in first-year sales. But by the end of June, Boldface was handed a cease-and-desist letter by Kroma for trademark infringement. Of course, Boldface denies the allegations, and this past Friday, filed a suit to seek declaratory judgment that “Khroma” does not infringe on “Kroma”. According to their complaint, Kroma “consists solely of a descriptive term and lacks any inherent distinctive meaning to the relevant consuming public and therefore, is conceptually weak.” Both companies haven’t released any statements regarding the situation.
In November, Chroma threw themselves into the fray arguing that the name of the Kardashian’s line is too similar to their own. The company hasn’t taken any legal action just yet, but have a lawyer on stand-by. In the meantime, Chroma has bashed the Kardashians’ line in a letter posted on their website, part of which reads:
Rest assured, Chroma Makeup Studio, which has a long-standing reputation for high quality colour line cosmetics and services, is NOT endorsing low budget cosmetic products that will be sold in mass retail outlets. Chroma is in no way associated with the Kardashians.