Serena Williams’ Trademark for “WYN Beauty” Opposed by Owner of WEN Haircare Brand
Serena Williams’ plans to build a beauty brand under the name “WYN BEAUTY” have hit a legal snag. Her trademark application for the brand has been formally opposed by Jeffrey Alan Dean, aka Chaz Dean, the founder of the well-known “WEN” haircare line, in a new case now pending before the U.S. Patent and Trademark Office’s Trademark Trial and Appeal Board (TTAB).
Dean, a Los Angeles-based celebrity hairstylist and entrepreneur, claims that Williams’ “WYN” mark is too similar to his long-established “WEN” brand. In his opposition filing, Dean argues that “WYN” and “WEN” are phonetically identical and likely to cause consumer confusion, particularly since he’s been using the “WEN” mark for over two decades, well before Williams filed her application.
Dean’s original “WEN” trademark application dates back to 2002, and he asserts that his products have been widely marketed since 2000. The pleading notes that “WEN” products have garnered substantial national recognition over the years.
“WEN” Trademark Registration Showing a First Use Date in 2000
At the heart of the dispute is a classic issue in trademark law: whether two marks that sound alike can coexist in the marketplace.
“WYN” and “WEN” may look different on paper, but what matters is how the average consumer perceives them. Dean contends that a customer could easily assume Williams’ beauty products are affiliated with, or made by, the WEN brand.
Williams, on the other hand, is likely to argue that “WYN” is closer in sound to the word “win” than “wen,” and that her branding is distinct enough to avoid confusion.
The next step in the case is a formal response from Williams’ legal team, which is due by September 8. After that, the dispute could move into the discovery phase and ultimately to a trial, unless the parties reach a settlement in the meantime.
For now, Serena’s “WYN BEAUTY” trademark application remains on hold until the matter is resolved.
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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