Several reports say Harper Beckham, 15, has revealed the name of her planned beauty brand as she prepares to launch a business in a similar direction to her mother, Victoria Beckham. The coverage states that her initial brand name was not approved when a trademark application was submitted in the United States, with the earlier choice described as being “denied trademark in America.” After that rejection, the reports say she selects a new brand name and moves forward with the project. The articles do not provide extensive additional details about the application process, the specific reasons for the refusal, or the timeline for any launch. Overall, the reporting centers on the shift from an earlier trademarked concept to an updated brand name, framed as part of Harper Beckham’s attempt to enter the beauty market. Across the sources provided, the key shared point is that the brand name has now been disclosed following an earlier trademark setback in the U.S.