Madonna… Oprah… Rihanna… Zendaya…

What is the value of a first name in business? Can you register and own it as a trademark? And what happens if you clash with someone who shares that same first name?

This is the story of two Kylies, two global brands and one very expensive lesson in why small businesses must protect their names early.

A strong name helps customers recognise you, trust you and return to you. It becomes part of your identity and your commercial value. But a name is only as strong as the legal protection behind it. If you cannot own it, you cannot fully build on it.

The trademark battle between Kylie Minogue and Kylie Jenner shows how even two powerful brands can collide over a single first name. For small businesses, the risks are even higher because they have fewer resources to fight back.

This case is a reminder that your name is not just creative expression. It is a business asset that needs early protection.

How the Kylie Story Unfolded

In 2015, Kylie Jenner applied to register KYLIE in the United States for advertising and endorsement services. She was preparing to launch what would become Kylie Cosmetics, a billion‑dollar beauty brand built around her first name. Her business model relied on personal branding, social media influence and a fast‑growing product line of lip kits, makeup and later skincare.

Kylie Minogue’s company, KDB Pty Ltd., quickly opposed the application. Minogue already owned several KYLIE trademarks in the United States across entertainment, fragrances, clothing, jewellery, toys and printed matter. She had been selling perfume, clothes and other branded products for years. She also owned the domain kylie.com since 1996, long before Jenner was born.

The Notice of Opposition did not hold back. It described Minogue as an:

“internationally renowned performing artist… known worldwide simply as ‘Kylie.’”

It also stated that Jenner was:

“a secondary reality television personality.”

The legal issues were more measured. Minogue argued that she had earlier rights, that consumers might confuse the two brands and that Jenner’s use could dilute the distinctiveness of her own brand. She also pointed to her long‑standing commercial use of the name across multiple product categories.

The case paused twice in 2016 while both sides negotiated. Then, in January 2017, Minogue withdrew her opposition. The withdrawal allowed Jenner’s application to proceed. The matter likely settled privately, which is common in trademark disputes.

Years later, Minogue spoke publicly about the dispute. She said:

“I’ve spent a lifetime protecting my brand and building my brand, so it was just something that had to be done.”

She also confirmed that both sides reached an agreement. Given Minogue’s clear priority rights and Jenner’s far greater commercial resources, it is highly likely that the settlement involved a significant payment to secure peace and allow both brands to move forward without ongoing conflict.

Jenner went on to trademark Kylie Cosmetics, while Minogue later launched her own makeup line simply called Kylie in 2019.

Fans kept following each Kylie for who she was, but the trademark system still needed a clean result so both could run their businesses without second guessing every move.

How Responsible Trademark Management Helps You Avoid Similar Problems

The Kylie case shows how quickly a name can become a legal issue. Small businesses can avoid similar problems by taking practical steps early.

Search before you choose

A proper trademark search helps you avoid names that are already taken or too close to existing brands. A quick online search is not enough. You need to know what is registered, what is pending and what is in use.

Think about future growth

Minogue argued that Jenner’s advertising and endorsement services overlapped with her own brand activities. This shows that trademark classes can interact in unexpected ways. When choosing a name, think about where your business might expand.

Register early

Registration gives you legal rights and makes enforcement easier. It also strengthens your position if someone challenges you. Early registration can save you from costly disputes later.

Monitor your brand

Once you register your name, you need to watch for similar names entering the market. Early action prevents bigger problems.

Design with protection in mind

Distinctive names, logos and packaging are easier to protect. Strong design supports strong legal protection.

Why Co‑existence Is Sometimes Possible

The Kylie case also shows that two businesses can sometimes use similar names without stepping on each other’s toes. Trademark law allows co‑existence when both parties clearly define:

• their business activities
• their product and service categories
• their markets and customer groups
• their rules for how the trademark can be used

Co‑existence works when each brand stays in its lane. It requires clarity, boundaries and a written agreement that sets out who can do what. Without that structure, the risk of confusion or conflict remains high.

For small businesses, co‑existence can be a practical solution when a full rebrand is not necessary or when both parties have legitimate rights. The key is to negotiate terms that protect your space and prevent future disputes.

Markport helps businesses negotiate these agreements and document them properly so both sides can operate with confidence.

What Markport® Can Do for Your Business

Markport® helps small businesses protect their names and build brands that stand out. We combine trademark protection with thoughtful brand design so you can grow with confidence.

Trademark protection

• Name searches and risk assessments
• Australian and international trademark applications
• Monitoring and enforcement
• Support during disputes and oppositions
• Negotiation and drafting of co‑existence agreements

Brand and design services

• Brand naming
• Logo and visual identity design
• Packaging and product design
• Brand strategy and positioning

You do not need to be a global celebrity to protect your name. You just need the right guidance.

If you want to secure your brand and avoid costly surprises, contact us today.

Contact Us

Further Reading

USPTO Opposition Filing: Kylie Minogue v Kylie Jenner, Proceeding No. 91226456 https://ttabvue.uspto.gov/ttabvue/v?pno=91226456&pty=OPP&eno=1

Trademark FAQs for Australia – Markport https://markport.com.au/trademarks-faq-for-australia/