In 2025, skincare brand Glow Recipe filed a lawsuit against cosmetics company Makeup By Mario over what it claims is trademark infringement involving the phrase “Watermelon Glow.” The legal dispute has drawn attention across the beauty industry, as both brands are well-known in the premium cosmetics space and have strong followings among consumers and influencers.
The lawsuit centers on Glow Recipe’s argument that the phrase “Watermelon Glow,” which has become closely associated with its product line, is a protected trademark that cannot be used by competing brands in ways that could create confusion among customers.
A Signature Product Line
Several years back, Glow Recipe became well-known for their skincare offerings based on watermelon-themed products; the most well-known of which is their Watermelon Glow Sleeping Mask. Because of this, the company expanded its line of watermelon glow-related products (toners, serums, moisturizers, sunscreens) to include other types of products.
Glow Recipe has placed considerable weight on the term being integral to their identity and overall marketing strategy. They claim to have put considerable time and resources into building brand recognition with consumers based on the term.
Through branding efforts, the company has established such a strong correlation between the term “Watermelon Glow” and their products in the minds of customers that “Watermelon Glow” will always be connected to Glow Recipe’s products.
The Alleged Infringement
Mario Dedivanovic, an internationally recognized and acclaimed celebrity makeup artist, has established his own makeup brand – Makeup By Mario. However, Dedivanovic has been accused of using similar marketing terminology for one of his new products (i.e., “watermelon & glowing” skin) as that which exists within Glow Recipe’s Watermelon Glow line of products.
Glow Recipe has filed a lawsuit against Dedivanovic, alleging that the marketing terms utilized in the promotion of both products will likely create consumer confusion as to whether or not the respective products are in fact related.
Additionally, Glow Recipe alleges in its complaint that, because of the use of the same or similar marketing terminology, its trademark for the Watermelon Glow line of products will be diluted and its chances for continued success as a brand and continued ability to utilize the Watermelon Glow trademark will be harmed.
As such, Glow Recipe has sought multiple forms of relief from the court, including an injunction prohibiting Dedivanovic from continuing to use such marketing terminology in relation to his products and damages.
Makeup By Mario Responds
Makeup By Mario has rejected accusations of infringing upon Glow Recipe’s trademark. The representatives of Makeup By Mario stated that they used “glow” to describe the appearance of skin that has a natural sheen or luminosity as a result of using their products, and not to create confusion about who sells those products.
The supporters of the Makeup By Mario believe that there are many other companies using “glow” as a descriptive term and that these types of products are present in many different types of beauty and cosmetic products.
It is unknown if Makeup By Mario will challenge the trademark claim in court or if they will try to settle the matter outside of court.
Trademark Battles in the Beauty Industry
Legal experts say trademark disputes are becoming increasingly common in the cosmetics world, where branding language often overlaps. Words such as “glow,” “radiance,” and “hydration” appear frequently in product names and marketing campaigns.
However, when a phrase becomes strongly associated with a specific brand, it may receive trademark protection that prevents competitors from using similar wording in ways that confuse.
The Glow Recipe case may hinge on whether the court believes consumers would reasonably assume a connection between the two brands because of the language used.
Consumer and Industry Reaction
The disagreement rapidly attracted attention among beauty enthusiasts on the Internet. While several fans for Glow Recipe supported their right to defend their trademark, and the sense that it took the business years to develop a name for their watermelon-based skin care line. On the other hand, some questioned whether or not the term “Watermelon Glow” had enough uniqueness to warrant exclusive ownership of the trademark, especially given how frequently fruit and glowing skin claims are being utilized within the beauty sector.
Analysts who study marketing have stated that the lawsuit has garnered extreme amounts of media exposure for each retailer, regardless of the outcome of the legal battle.
What Comes Next
As of 12/2025, both sides of the dispute have yet to come to an agreement; therefore, they will continue to run their businesses until the case makes it through the court system. If Glow Recipe wins at trial, they may require Makeup By Mario to change how they name or promote their products.
If a court were to rule that the descriptive term in question does not have exclusive rights, the ruling could set a precedent for additional companies to use similar terminology.
Regardless of what happens with the lawsuit, the fact that a lawsuit exists demonstrates the highly competitive environment that exists in today’s beauty marketplace; since uniqueness and branding are so important to the success of many beauty brands and companies, even the smallest difference in wording can lead to significant financial and legal consequences.
