Lady Gaga's Confusing Cosmetics Conundrum - Rolling Stone
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Lady Gaga’s Confusing Cosmetics Conundrum

The pop star squares off in a trademark war with a cosmetics brand

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Lady Gaga performs in Taipei, Taiwan.

ChinaFotoPress/ChinaFotoPress via Getty Images

Gaga Pure Platinum is a splashy cosmetics brand that has existed since Lady Gaga was in high school. Given that its main selling point revolves around a magic ingredient called “GemLust,” it isn’t far-fetched to guess that a young Stefani Germanotta herself might have enjoyed the products. In any case, present-day Gaga isn’t too happy with the company, as their 12-year-old federal trademark has precluded her from registering her own name as a brand. As such, she has been attempting to remove their right to bear the Gaga name since earlier this year.

The case isn’t going too well for the pop star, however. As Gaga attempts to clear the path for her upcoming fragrance (and, presumably, cosmetics) empire, Gaga Pure Platinum has ramped up their online presence, proving wrong anyone who thought their own brand, founded in 2000, was anything but alive and well. (In a letter to the Village Voice, Gaga’s handlers allege that the brand hasn’t been active in years.)

“The Gaga Pure Platinum trademark has been and continues to be in use,” the trademark holders hit back. “Lady Gaga’s counsel never contacted Gaga Pure Platinum nor did we ever receive any communication from Lady Gaga nor its representatives.” They also insinuate the Haus of Gaga is “bullying” their family-owned brand (registered under Ate My Heart, Inc.) and serves as a threat to their business’s well-being. With neither party likely to acquiesce anytime soon, the glamorous drama continues…

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