E.l.f. Defeats Benefit Cosmetics Mascara Trade Dress Lawsuit

E.l.f. Cosmetics Inc. convinced a California federal judge that its Lash ‘N Roll mascara doesn’t infringe the trademarks and trade dress of Benefit Cosmetics LLC’s “holy grail” Roller Lash mascara.

Though e.l.f.'s product is a “dupe” of Roller Lash, Benefit failed to show Lash ‘N Roll actually dupes any consumers, Judge Richard Seeborg wrote in an opinion published Tuesday in the US District Court for the Northern District of California. The decision comes after a six-day bench trial in August and closing arguments in October.

Benefit, a unit of Moët Hennessy Louis Vuitton, in 2015 released a curling mascara called ...