Amarte Says CrushXO’s ‘Eyecons’ Too Close to Its ‘Eyeconic’ Mark

Skincare brand Amarte USA Holdings Inc is suing a makeup company for allegedly infringing its trademark by using a nearly identical mark to advertise an eyeshadow product, a new complaint alleges.

Crush XO LLC sought registration for “Eyecons” in Mar. 2018 but was refused “based on a likelihood of confusion” with Amarte’s “Eyeconic “trademark, the complaint alleges. Crush went on to sell products with the Eyecons mark despite the proceedings before the Patent and Trademark Office, and continued to do so after receiving a cease and desist letter from Amarte in 2023, the complaint, filed in the US District Court ...