Australian Small Business Owner Triumphs Over Louis Vuitton in Trademark Dispute
Rim Daghmash, an Australian entrepreneur, has celebrated a significant victory as she successfully defends her brand, Kenz Beauty, against international luxury giant Louis Vuitton Moët Hennessy (LVMH). Named after her daughter Kenzie, "Kenz" translates to "treasure of beauty" in Arabic, highlighting the personal connection behind the brand.
Daghmash, a resident of Queensland, inadvertently found herself in a trademark conflict with LVMH, which, with a staggering market capitalisation of over AUD $429 billion, is a major force in the fashion industry. The corporation claimed that the name of her beauty brand was "deceptively similar" to their established brand, Kenzo.
Undeterred by the overwhelming pressure from LVMH, Daghmash stood her ground. "A five-year-old will be able to tell the difference between Kenzo and Kenz Beauty; they are two totally different names," she asserted in an interview with A Current Affair. The dispute, which came to light in 2023, has seen back-and-forth negotiations regarding Kenz Beauty’s official name.
LVMH suggested alternatives such as "The Beauty of Kenz" or "Beautiful Kenz," but Daghmash insisted on maintaining a close association with "Kenz Beauty." She explained the brand’s significance on her website, stating, "Kenzie is my autistic daughter’s name, in Arabic (which is my heritage) it means my treasure. I called it Kenz Beauty because Kenzie’s beauty is out of this world; autistic children are so beautiful."
Ultimately, the two parties reached an agreement, allowing Daghmash to operate under the name Kenz Beauty & Co. Reflecting on the resolution, she remarked, "I think that they got sick of it as much as we did. [I’m] very relieved because this business is my life. It means everything for me and my family."
This legal triumph has paved the way for Daghmash to expand her business significantly. She has transitioned from selling beauty products from her home to establishing Queensland’s sole Moroccan hammam—an exclusive spa that caters to women, inspired by her childhood experiences in the Middle East. With a dedicated team of five skin therapists, she now offers a diverse range of beauty services.
Rim Daghmash’s determination and resilience not only reflect the spirit of small business owners but also highlight the fight against larger corporations. Her story serves as an inspiration for entrepreneurs facing adversities in their journeys.
