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Posted: Wed 20th Aug 2025
5 min read
When a lawyer offered to help Isobel Perl trademark her business in 2024, she thought she was protecting her brand.
Instead, she entered a legal nightmare that could actually spell the end of her cosmetics brand name.
The Watford-based entrepreneur and Enterprise Nation member now faces a complete rebrand by Christmas 2025 after a trademark objection was raised.
The challenge leaves her with more than half a million pounds worth of stock to clear and a race against time to save her business.
Isobel told followers on Instagram this week:
"Is this going to be the death of my brand? We've had an ongoing trademark infringement and despite the fact my surname is Perl, we're going to have to rebrand completely by 31 December 2025."
PERL Cosmetics – which produces waterless, natural skincare products made in the UK – launched during lockdown in 2020 after Isobel was made redundant.
Having studied biology at university before moving into project management, she initially trademarked the business in 2020, then again in 2024, after dropping "Cosmetics" from the brand logo. It was this move that led to the objection.
The timing couldn't be worse. Isobel admitted trading this year has been poor, attributing slow sales to the prolonged cost of living crisis, cautious consumer spending and the fact she has yet to break into the wholesale markets that give her competitors an advantage.
She explains:
"I think it could be more than half a million pounds worth of stock. We've got seven skincare SKUs and maybe 10 accessories.
"It hasn't been the best year either in terms of growth and sales – I don't think I let myself realise quite how bad things are."
According to the Intellectual Property Office, trademark disputes can arise when similar marks are used in related business sectors, even if registered in good faith.
The situation gets more complex with international brands, as trademark protection is typically territorial, meaning registration in one country doesn't automatically provide protection across the world.
But despite the challenges, Isobel is determined to find an optimistic path forward. She says:
"I'm working through this with my business coach to analyse which products to discontinue and which to bring back, and focusing on clearing stock through sales or charitable donations.
"I'm excited about the fact that we get to rebrand and do it properly. When we launch after Christmas, the only thing we're bringing back is our lash oil – it's totally natural and a really brilliant natural product."
The case highlights the importance of comprehensive trademark protection for small businesses.
Legal experts recommend conducting thorough searches before launching brands and regularly reviewing trademark portfolios as businesses evolve.
Isobel has been transparent with her social media followers about the situation:
"I've shared with my followers on Instagram and tried to explain where things are at the moment. If you want to stock up on products, now is the time to do it!"
While admitting she's "done a really good job at hiding how bad things have been," Isobel refuses to give up:
"I really don't want this rebrand to be the final nail in the coffin. This new era could be a fresh start."
