Company owned by Bernard Arnault says small business should change its name

A small business owner has found herself embroiled in a legal battle with one of the world’s largest luxury goods conglomerates, owned by the planet’s richest man, Bernard Arnault.

Kenz Beauty, a skincare brand specializing in all-natural products, has received a letter from Kenzo, a subsidiary of Louis Vuitton Moet Hennessy, claiming their name is “deceptively similar” and calling for an immediate change.

Reem Dagmash, founder of Kenz Beauty, is fighting to protect the business she created in honor of her four-year-old daughter, Kenzie, who has autism.

Inspired by her daughter’s inner beauty, Dagmash sought to counter the negative stigma associated with autism by incorporating Kenzi’s name into the business and donating a portion of every sale to autism research.

“We wanted to change the story and show the world that autistic children are wonderful,” Dagmash said in the magazine’s Wednesday evening edition. current case. “That’s why we created Kenz Beauty.”


Rim Dagmash poses with her husband and daughter Kenzi.
Reem Dagmash, owner of Kenz Beauty, used her daughter’s name in her company name to raise awareness about autism.
@RimDagmash / Instagram

However, the company’s positive announcement was criticized by Kenzo, part of global luxury goods maker LVMH and owned by Arno, whose net worth is estimated at $215 billion.

Despite the stark differences in the names of the two companies, Kenzo demanded that Kenz Beauty change the name.

Dagmash cannot afford the exorbitant legal fees and has offered a mediation that has so far been ignored. “It’s a giant brand and I feel like they’re crushing us,” she says.

“I think it’s bullying, I think it’s just big corporations bullying small businesses. We are not a threat to them, we are just a small startup, a family business.


Bernard Arnault is demanding that Kenzie Beauty's small business change its name due to similarities to his Kenzo brand.
Bernard Arnault is demanding that Kenzie Beauty’s small business change its name due to similarities to his Kenzo brand.
AFP via Getty Images

“A five year old can tell Kenzo from Kenz Beauty. These are two completely different names. Our brand, our logos, our products are different.”

Losing the name Kenz Beauty would not only deprive Dagmash of her financial profits, but also deprive her of the core purpose of her business: Kenzie and all children with autism are beautiful.

“I put my whole heart and soul into this business, and I just want them to leave me alone,” Dagmash says with a sense of injustice and disappointment.

It’s a classic David and Goliath story that pits a small business owner with a powerful message against a multinational conglomerate with seemingly unlimited resources.

It’s also important to note that Louis Vuitton regularly claims to support small business growth and inclusion.

The outcome of this legal battle remains to be seen, but one thing is for sure – Dagmash’s unwavering commitment to his daughter and her cause will not be silenced.

“In my experience, companies like Louis Vuitton have almost endless resources when it comes to this sort of thing,” said patent lawyer Sharon Jivony.

“They can keep coming back until the small company just runs out of puff and money.”

A statement released by a spokesperson for Kenzo said the company is simply trying to “protect its brand” and “combat infringement.”

“Kenzo is acting globally to protect its brand and products, to avoid any risk of confusion with a third party brand, and above all to combat infringement,” Channel Nine said in a statement.

“Discussions were initiated with the founder of Kenz Beauty, never questioning the existence, values ​​and functioning of this brand, but simply to avoid any risk of confusing the public.

“Discussions are ongoing and we are ready to reach an amicable agreement that preserves our mutual interests, just as we wish full success to Ms. Dagmash and the actions she is taking through her company.”

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texasstandard.news contributed to this report.

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