Benefit Cosmetics LLC v. E.L.F. Cosmetics, Inc.

UNITED STATES DISTRICT COURT NORTHERN DISTRICT OF CALIFORNIA

BENEFIT COSMETICS LLC,

Case No. 23-cv-00861-RS Plaintiff, 11 v. OPINION AND ORDER

E.L.F. COSMETICS, INC.,

13 Defendant.

I. INTRODUCTION Benefit Cosmetics LLC (“Benefit”) claims e.l.f. Cosmetics, Inc. (“e.l.f.”) has infringed on the trademark and trade dress of Benefit’s popular mascara, Roller Lash. This case came on for trial without a jury on August 26, 2024, and concluded on September 3, 2024. The parties then submitted revised proposed findings of fact and conclusions of law before returning to present closing arguments on October 30, 2024. As Benefit tells it, e.l.f. intentionally capitalized on the goodwill of Roller Lash and guaranteed its own commercial success by copying Roller Lash’s name, packaging, and marketing wholesale. E.l.f. 1 admits Roller Lash served as inspiration for e.l.f.’s own mascara, Lash ‘N Roll. However, e.l.f. argues, any similarities in Lash ‘N Roll’s name or trade dress…