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. ORDER DENYING PARTIAL MOTION TO DISMISS

E.L.F. COSMETICS, INC.,

13 Defendant.

15 I. INTRODUCTION Plaintiff Benefit Cosmetics LLC (“Benefit”) brings this action against Defendant e.l.f. Cosmetics, Inc. (“e.l.f.”), alleging Defendant has infringed on intellectual property associated with Plaintiff’s Roller Lash Mascara. The Complaint asserts nine claims for relief under federal and state law for trademark infringement, trade dress infringement, false designation of origin, and unfair competition. Defendant moves to dismiss only the federal and state trade dress claims. For the reasons discussed below, the motion is denied. II. BACKGROUND1 Benefit and e.l.f. are both global cosmetics companies that sell competing mascara products both online and in-store in some of the same retailers.…