Harper Beckham’s Skincare Brand Reveals She’s Not Using ‘Beckham’

Harper Beckham is entering the beauty industry under a name that leaves one of the world’s most famous surnames off the label.

Trademark filings and media reports indicate that the 15-year-old’s skincare venture will trade as Harlo by Harper, rather than using the Beckham name. The branding sets the business apart from her parents’ established brands while giving it a distinct identity.

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The move comes from a family with a long track record in fashion, sport and beauty. David Beckham has built a global business portfolio beyond football, while Victoria Beckham has expanded from fashion into cosmetics with her own beauty label. Reports describe Harper’s project as focusing on her own name instead of becoming another Beckham-branded venture.

The skincare line is expected to focus on products including facial cleansers and creams. Reports also suggest the range draws inspiration from South Korean skincare, which continues to shape product development across the global beauty industry.

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According to Victoria Beckham, Harper’s interest in skincare began after experiencing acne linked to products that were too harsh for young skin. Victoria has said those experiences inspired discussions about creating skincare designed with teenagers in mind, eventually developing into the current business project.

The venture has already faced trademark hurdles. An earlier application for the name Hiku by Harper reportedly encountered objections in the United States because of similarities to existing trademarks. More recent filings for Harlo by Harper indicate the brand is moving ahead under its new name.

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Although Harper Beckham’s surname is recognised around the world, her first business venture appears to place the emphasis on building recognition for Harlo by Harper instead. As preparations for the launch continue, attention will shift from the name behind the brand to the products themselves.