美国专业美妆品牌 BeautyBlender 发起佛罗里达州联邦法院 TRO 诉讼，一次性起诉 119 家跨境电商店铺，侵权平台囊括亚马逊、Temu、SHEIN、Etsy，涉案商品为美妆蛋、粉扑、美妆收纳工具。品牌持有 “BEAUTYBLENDER” 文字全类商标，明确仅授权少数合规品牌经销商线上售卖。
核查发现，侵权商家分为两类：一是直接仿造同款美妆蛋并完整标注品牌名称；二是商品标题添加 “BeautyBlender 同款” 关键词蹭流量，商品图摆放品牌 LOGO 引流。美国法院判定两种行为均构成商标混淆，无 “同款描述” 免责条款。
案件开庭仅 1 个月，超 80 家店铺选择和解，平均和解金 4500 美元；30 余家拒绝沟通的店铺被永久封禁，平台扣留店铺全部回款。美妆跨境从业者表示，美妆工具、彩妆类目已成为海外品牌维权重灾区，小众美妆品牌商标保护力度持续升级。
American professional beauty brand BeautyBlender filed a TRO lawsuit in the U.S. District Court for the Southern District of Florida, suing 119 cross-border e-commerce stores across platforms including Amazon, Temu, SHEIN, and Etsy. The products in question are beauty blenders, powder puffs, and beauty storage tools. The brand holds the full-class trademark for the word "BEAUTYBLENDER" and explicitly authorizes only a limited number of compliant brand distributors to sell online.
Investigations revealed that the infringing merchants fell into two categories: those directly counterfeiting the same beauty blenders and fully labeling them with the brand name; and those adding the keyword "same as BeautyBlender" to product titles to attract traffic and displaying the brand logo in product images. The U.S. court ruled that both actions constituted trademark confusion, and there was no "same product description" disclaimer.
Within just one month of the trial, over 80 stores chose to settle, with an average settlement of $4,500; more than 30 stores that refused to communicate were permanently banned, and the platform withheld all refunds from the stores. Cross-border e-commerce practitioners in the beauty industry say that beauty tools and makeup categories have become the hardest hit areas for overseas brands to protect their trademarks, while the protection of trademarks for niche beauty brands continues to be upgraded.