Victoria's Secret v. Zhejiang Jinghui - Trademark Opposition
Summary
The USPTO Trademark Trial and Appeal Board sustained opposition TTAB91303212, ruling in favor of Victoria's Secret Stores Brand Management, LLC against applicant Zhejiang Jinghui Cosmetics Share Co., Ltd. The decision prevents registration of the VV V.V.LOVE trademark for cosmetics. This is a significant brand protection ruling affecting international trademark applicants seeking US market entry.
What changed
The TTAB sustained Opposition No. TTAB91303212 filed by Victoria's Secret against Zhejiang Jinghui Cosmetics' application for the VV V.V.LOVE trademark in the cosmetics and beauty products category. The opposition was filed on November 19, 2025, and the Board issued its sustaining decision on April 3, 2026. This decision prevents the Chinese cosmetics manufacturer from registering a mark that the Board found likely to cause confusion with Victoria's Secret's existing trademarks.
Regulated entities and trademark applicants should review this decision when assessing likelihood of confusion for cosmetics and beauty-related marks. International brand owners should ensure their US trademark applications include sufficient differentiation from established fashion and beauty marks. Trademark practitioners should note the Board's analysis of competing marks in similar commercial channels.
What to do next
- Review pending trademark applications for potential likelihood of confusion with established fashion and beauty brands
- Ensure trademark applications include adequate distinction for cosmetics and beauty-related goods
- Consult trademark counsel regarding international brand protection strategies for US market entry
Archived snapshot
Apr 6, 2026GovPing captured this document from the original source. If the source has since changed or been removed, this is the text as it existed at that time.
Opposition: VV V.V.LOVE
Opposition TTAB91303212-20260403 Kind: OPP Apr 03, 2026
Abstract
BD DECISION: OPP SUSTAINED
Plaintiff: Victoria's Secret Stores Brand Management, LLC
Defendant: Zhejiang Jinghui Cosmetics Share Co., Ltd.
Mark at issue: VV V.V.LOVE
Filing Date
2025-11-19
Named provisions
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