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OPIVU Cosmetics announces end of trademark infringement battle with OPI Cosmetics

DANVILLE, Calif. — Emerging beauty brand OPIVU Cosmetics has announced the end of a nearly four-year trademark infringement battle with Coty’s OPI Cosmetics.

According to OPIVU Cosmetics, the issue began in October 2010 when OPIVU filed for its trademark "OPIVU Cosmetics." Upon discovering OPIVU's new application, OPI — which had recently edited its own trademark to include the word "cosmetics" following a buyout from Coty Holdings — immediately filed an opposition to the mark ordering OPIVU to halt their marketing under the new trademark.

In 2012, OPIVU CEO Moses Gora called Vince Engel, an advertising professional who has worked with such brands as Buxum, Nike and the San Francisco 49ers, to give the brand a complete makeover. Together, OPIVU worked with Engel and a team of grad students from San Francisco's Academy of Art University's Advertising School to rebrand OPIVU without changing the name.

Furthermore, in May 2014, Gora emailed OPI's founder George Sheffer requesting advice on how to engage in negotiation outside of the courtroom. Sheffer forwarded the letter to the corporation's legal team, and on Aug. 11, the opposition was finally settled, OPIVU stated.

With the trademark opposition now in the past, OPIVU is now looking to grow its brand. The company recently created a limited-edition lip gloss for an Allure magazine "Best of Beauty" event and is currently talking with retailers to expand distribution.

The company is named after Opulence For You (Op. IV U), the salon at which founder Susanna Stroberg got her start. The brand focuses on providing all-natural, hypoallergenic makeup for the “global girl.”