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Hard Candy
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A make-up company tried to trademark #MeToo


90s babies will remember cult beauty brand Hard Candy for its signature nail polishes and technicolour makeup. Now the company has come under fire, having in recent months sought to trademark #MeToo.

Just days after Alyssa Milano tweeted #MeToo, reigniting the movement Tarana Burke started 10 years before, Hard Candy filed an application to use the phrase for their makeup and fragrances. The Cut reports that the U.S. Patent and Trademark database shows the brand applied for it on October 20.

According to TMZ, the CEO of Falic Fashion Group (which owns Hard Candy) Jerome Falic wasn’t specific about the plans the brand had, but asserted he had “every intention on giving back to women worldwide and not to make money off the movement”.

Releasing a statement on the matter, Falic said: “As a brand devoted to women since its inception, Hard Candy has and will continue to support women’s rights. Hard Candy has always quietly and proudly supported a non-profit organisation that directly contributes to many women’s causes.

“When the trademark application for #MeToo was filed, one of our objectives was to bring greater awareness to this important and long overdue movement. We planned to donate 100 per cent of all profits arising from this trademark to #MeToo. Based on several public responses, we have abandoned the application. We will continue to support the work of this watershed movement and other causes that respect the dignity of women and all people.”

Cosmetics brand Lip Slut recently released a lipstick named ‘Fuck Hollywood’, with all proceeds given to charities for sexual assault survivors.