Queensland Mum’s Triumph Against Louis Vuitton: A Small Business Story
Rim Daghmash, an Australian entrepreneur from Queensland, has recently achieved a remarkable victory against the luxury fashion giant Louis Vuitton Moët Hennessy (LVMH). Daghmash, who established her beauty brand Kenz Beauty, named it after her daughter Kenzie—derived from Arabic, meaning "treasure of beauty."
The clash emerged when LVMH alleged that the name "Kenz Beauty" was "deceptively similar" to one of its own brands, Kenzo, prompting the luxury behemoth to demand that Daghmash change her brand’s name. With LVMH’s vast global influence, the situation could have intimidated many, but Daghmash remained steadfast in her commitment to her brand.
During this showdown, she articulated her stance, stating, “A five-year-old will be able to tell the difference between Kenzo and Kenz Beauty; they are two totally different names.” This comment underscored her belief that her brand identity was unique and deserved to be preserved.
Since this dispute emerged in 2023, Daghmash and LVMH have engaged in ongoing negotiations. Despite LVMH suggesting alternatives like "The Beauty of Kenz" or "Beautiful Kenz," Daghmash was determined to retain the essence of her original brand name. She pointed out that "Kenzie" not only is her daughter’s name but also reflects her cultural heritage—highlighting the beauty of autistic children.
After considerable back and forth, an agreement was reached, allowing her to keep the name Kenz Beauty & Co. Daghmash reflected on the resolution, saying, “I think that they got sick of it as much as we did,” and expressed her relief, noting, “This business is my life. It means everything for me and for my family.”
This legal win has been pivotal for Daghmash, allowing her to expand her small business significantly. From initially selling beauty products from her home, she has now established Queensland’s first Moroccan hammam—a ladies-only day spa reminiscent of those she frequented during her upbringing in the Middle East. Daghmash has since built a team of five skin therapists, expanding the range of beauty services her business offers.
Rim Daghmash’s story is not only a testament to her resilience but also an inspiring example of how small businesses can stand firm against formidable opponents. Her journey reflects the power of personal determination and the affirmation of cultural identity within the entrepreneurial landscape.
