UK Small Business Owner to Challenge L’Oréal in Tribunal

Published: 02 November 2025. The English Chronicle Desk. The English Chronicle Online.

A small business owner from Nottinghamshire is preparing to take on global cosmetics giant L’Oréal in a tribunal next week, following a protracted trademark dispute that she says has caused severe personal and financial strain. Rebecca Dowdeswell, 49, has spent three years locked in legal wrangling with the £170 billion company over her use of the name nkd for her beauty business.

Dowdeswell claims that L’Oréal’s challenge, which asserts that her brand could cause “consumer confusion” with its Naked range of beauty products, has been unfair and disproportionate. “There has never been any evidence of consumer confusion,” she said ahead of the hearing. “We operate in very different sections of the beauty market. My business focuses solely on waxing and hair removal, while L’Oréal’s Naked products are mostly eyeshadow palettes and a few select makeup items. Our brand names are spelled and pronounced differently. I’ve always said ‘n-k-d,’ they say ‘naked.’”

The dispute has had tangible consequences for Dowdeswell. She was forced to close one of her two nkd salons and has accumulated legal fees exceeding £30,000 while facing a corporation with a formidable legal team from Baker McKenzie. “For a small business like mine, that sum is devastating,” she explained. “It has drained my time, energy, and focus, distracting me from growing my business and delivering for my clients.”

Dowdeswell launched her business in 2009, a full year before L’Oréal introduced its first Naked product in the UK. She noted that her trademark expired in 2019, and due to the disruptions caused by the Covid-19 pandemic, she inadvertently missed the six-month window for automatic renewal. By the time she attempted to renew the trademark in 2022, L’Oréal objected, reigniting the legal conflict.

“This is particularly frustrating because we had coexisted for over 12 years without issue,” Dowdeswell said. “A large company might not consider £30,000 a significant sum, but for a small business, it’s devastating. The ongoing battle has forced me to make difficult choices, including closing my original salon in Nottingham at the end of 2023, which was my largest and most profitable location.”

Earlier this week, Dowdeswell received partial relief when L’Oréal agreed to reduce the scope of its objection. This decision means that her remaining salon in Leicester will retain the nkd name, and she will be allowed to continue offering some beauty services and products under the brand. Despite this concession, both parties remain at an impasse over other trademark issues, leaving the tribunal as the next critical stage.

Dowdeswell expressed frustration at what she perceives as L’Oréal’s strategy. “This is a deliberate tactic to wear me down, drain my resources, and hope it never reaches a tribunal,” she said. “I just hope that the company is held accountable when we appear in front of the panel on Wednesday. The impact of this dispute goes far beyond finances; it affects my ability to focus, to innovate, and to provide for my clients.”

A L’Oréal spokesperson reiterated the company’s position: “Since 2022, L’Oréal’s stance has remained consistent. We have always been willing to collaborate with Ms Dowdeswell to support her business aspirations while respecting our longstanding trademark rights. The proceedings are ongoing, and we remain committed to resolving the matter in a mutually agreeable way.”

The case highlights the challenges small businesses face when competing against multinational corporations with extensive resources. Trademark law is designed to protect consumers and brands, but disputes like this often place disproportionate pressure on smaller operators. Legal experts note that while L’Oréal has a responsibility to defend its trademarks, prolonged legal action against a small company can have a chilling effect on entrepreneurship and innovation in the sector.

Intellectual property lawyers also point out that differences in product type and target market are key factors tribunals consider when assessing potential consumer confusion. In Dowdeswell’s case, the distinction between her nkd brand, which focuses on hair removal and associated products, and L’Oréal’s Naked makeup range is a central argument in her favour. “The fact that the two brands occupy separate niches in the beauty market significantly reduces any risk of confusion,” said an industry analyst who asked not to be named.

The dispute has also drawn attention to the human impact of trademark battles. For Dowdeswell, the fight has been exhausting and stressful. “It’s not just about money,” she said. “It’s about the emotional toll, the time I’ve lost, and the focus I’ve had to divert away from my business. Running a small company is already a challenge; dealing with a global corporation’s legal machinery makes it almost impossible to concentrate on growth.”

Despite the challenges, Dowdeswell remains determined to defend her brand. She emphasises that nkd represents years of personal investment, creativity, and client trust. “This brand is my livelihood. It’s my identity, and I’m not willing to let it be taken away without a fight,” she said. Her resolve reflects a broader narrative in the UK business community, where small operators frequently face uphill battles against established corporations over intellectual property rights.

As the tribunal approaches, the beauty industry and wider public are watching closely. The case raises questions about fairness, the balance of power in legal disputes, and the broader responsibilities of multinational corporations in respecting small businesses. It also highlights the critical role of intellectual property law in supporting innovation while ensuring that legal mechanisms are not misused to disadvantage smaller operators.

The outcome of this tribunal could have implications beyond Dowdeswell’s business. Legal experts suggest that a ruling in her favour may encourage other small businesses to challenge similar claims and defend their brands, while a ruling favouring L’Oréal could reinforce the perception that multinational companies can leverage their resources to dominate trademark disputes, regardless of the impact on smaller competitors.

For now, Dowdeswell is focused on preparing her case, reviewing evidence, and articulating the clear distinctions between her business and L’Oréal’s product lines. “I’m ready for next week,” she said. “I hope the tribunal recognises the fairness of my position and that small businesses like mine have the right to operate without undue interference from global corporations.”