Olivia Jade's Trademark Application for Beauty Brand Denied Over Poor Punctuation

In the letter, government officials wrote to the USC student to inform her of the importance of punctuation in an application for trademark.

Olivia Jade Giannulli’s trademark application for her beauty brand has been rejected and it’s all apparently because of — wait for it — poor punctuation.

Following news the 19-year-old allegedly had someone else fill out her college application to the University of Southern California, Olivia’s beauty brand, Olivia Jade Beauty, could now be in jeopardy.

Olivia shot to national notoriety after her mother, actress Lori Loughlin, and father, fashion designer Mossimo Gianulli, were indicted in the largest college admissions scam in US history after allegedly paying $500,000 in bribes to get her and her sister, Isabella, 20, accepted into USC as athletic recruits to the crew team, despite neither of them ever participating in the sport.

It has now been revealed the United States Patent and Trademark Office sent Olivia a letter saying her trademark application for "Olivia Jade Beauty" was denied due to incorrect punctuation, according to documents obtained by People.

In the letter, government officials wrote that the "applicant must correct the punctuation in the identification to clarify the individual items in the list of goods." They added, "Proper punctuation in identifications is necessary to delineate explicitly each product or service within a list and to avoid ambiguity. Commas, semicolons, and apostrophes are the only punctuation that should be used."

In addition to problems with punctuation, the USPTO also wrote in the letter that the "identification of goods" Olivia wants to trademark "must be clarified" and suggested she use more specific language. The young YouTuber is looking to trademark "make up kits comprised of moisturizer, primer, concealer, foundation, make-up powder, make-up pencils, eye make-up, eyeshadow, eyeliner, mascara, blush, highlighter, bronzer, make-up setting spray lipstick lip gloss, lip stains, make-up remover."

However, the letter claimed these types of keywords — like "make up kits" with "moisturizer" and "concealer" — are too broad and recommended more descriptive examples, including "skin moisturizer," "facial concealer" and "make-up setting spray."

Olivia, who has over almost two million subscribers on her YouTube channel, has collaborated and had partnerships with popular brands, including Sephora, where she had her own makeup palette. Following the fallout from the admissions scam, Sephora, as well as many other companies, announced they had cut all ties with the teenager.

Sephora confirmed the news to TooFab in a statement earlier this month: "After careful review of recent developments, we have made the decision to end the Sephora Collection partnership with Olivia Jade, effective immediately."

Estee Lauder Cosmetics, who collaborated with Olivia via their Smashbox and TooFaced brands, told TooFab they "have no current campaigns with Olivia Jade and no plans to work with her in the future."

Lulus co-founder and CEO Colleen Winter told us in a statement: "Lulus has not worked with Olivia Jade since August 2018 and we have no plans to do so in the future." Tresemme told TooFab they are also no longer working with her.

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