Sydney Sweeney Files New Trademark Hinting at Expansion of ‘SYRN’ Brand Into Beauty Products
Sydney Sweeney has filed a new trademark application that suggests her recently launched ‘SYRN’ lingerie brand may soon expand into the cosmetics and beauty space.
On January 16, Sweeney filed a federal trademark application for ‘SYRN’ covering “skincare preparations, cosmetics, and beauty care preparations.” The filing comes shortly before the public launch of her ‘SYRN’ lingerie line, which itself was the subject of a separate trademark application filed in April 2025.
The new application was filed on an “intent-to-use” basis, a common trademark strategy that allows brand owners to secure nationwide priority in a name before a product is officially introduced. By filing early, applicants can reserve rights in a brand while products are still in development.
In this case, the new trademark filing effectively protects the ‘SYRN’ brand for a cosmetics line ahead of a potential expansion into the space. The filing would prevent third parties from stepping in and claiming rights to the brand in that category.
Sweeney’s Savvy Brand Protection Move
From a trademark perspective, this is a smart, disciplined move for brand protection.
Filing the cosmetics application before the lingerie line’s full rollout ensured that ‘SYRN’ would be protected across multiple adjacent product categories from the outset. That kind of sequencing is exactly what you want to see when a celebrity is positioning a brand for long-term growth.
That said, I was a bit surprised the trademark filings haven’t gone even broader.
If ‘SYRN’ is meant to become a full lifestyle brand, there are plenty of natural extensions beyond lingerie and cosmetics, such as clothing, accessories, jewelry, bags, or even home goods. We’ve seen how quickly celebrity-driven brands can expand once consumer recognition takes hold. Just ask the Kardashians.
One likely reason for the narrower scope is the legal requirement behind intent-to-use filings. When submitting an application, the applicant must swear that they have a bona fide intent to use the trademark on every listed product. Overreaching without real plans can put the entire application at risk.
By limiting the filing to lingerie and beauty products, Sweeney is effectively signaling that these are the categories she is actively preparing to enter.
Bottom line: the newest trademark filing for ‘SYRN’ strongly suggests a cosmetics or beauty launch is coming. If the brand gains traction, don’t be surprised to see additional trademark filings down the road as the product ecosystem grows.
Josh Gerben, Esq.
Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.
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