Sydney Sweeney filed a federal trademark application on January 16, 2026 to push her SYRN brand beyond lingerie into skincare and cosmetics, twelve days before her first bra even hit the market.
The new application (serial number 99596321), filed through Sweeney’s Delaware-registered entity Mylk Studios Inc., covers “skincare preparations, cosmetics, and beauty care preparations” under Class 3. It was filed on an intent-to-use basis, meaning no SYRN beauty products exist yet. The original SYRN trademark for lingerie (Class 25) was filed in April 2025, covering underwear, undergarments, bras, and panties.
When the SYRN lingerie line launched on January 28, 2026, the initial “Seductress” collection sold out within hours. The brand offered 44 sizes ranging from 30B to 42DDD, with price points starting at $19. Reviews praised the inclusive sizing and quality at accessible price points. But by the time consumers were discovering the lingerie, Sweeney had already locked in her claim to the SYRN name in cosmetics. The beauty filing was twelve days old before anyone outside her legal team knew it existed.
This is her third known trademark play. Celebrity beauty has become a $1 billion market in the United States, growing at 58% year over year. Sweeney is entering it with her trademark rights already secured, before a single competitor can react to the SYRN name.
Intent-to-Use Strategy and Multi-Class Protection
Sweeney doesn’t have a single beauty product on shelves. No skincare formulations, no cosmetics line, no launch date. None of that matters for the filing. By submitting on an intent-to-use basis, she locked in a nationwide priority date of January 16, 2026, for SYRN in the cosmetics category. If a competitor files for SYRN in beauty products tomorrow, Sweeney’s application takes precedence.
The USPTO examines the application, then publishes it for opposition, a 30-day window where third parties can challenge it. If no one objects, Mylk Studios Inc. receives a Notice of Allowance. From that point, Sweeney has six months to file a Statement of Use proving she’s selling beauty products under the SYRN name. She can extend that deadline up to five times, buying a total of 36 months from the Notice of Allowance to get products to market. The filing fee is $350 per class through TEAS Plus.
Each product category requires its own separate application. SYRN’s lingerie filing (Class 25) provides zero protection in cosmetics (Class 3). The two applications are independent, each with its own fee, examination timeline, and proof of use requirement. The federal trademark registration process involves multiple stages, and managing filings across classes demands tracking each one on its own schedule.
Filing through Mylk Studios Inc. rather than her personal name is standard celebrity brand management. It separates personal liability from business operations and makes future transactions (licensing, acquisitions, distribution) cleaner. The entity also shields her name from public USPTO filings, though media coverage has already connected Mylk Studios to Sweeney.
One ITU risk: if Mylk Studios Inc. fails to prove commercial use within 36 months, the application goes abandoned and the priority date disappears. For a celebrity with Sweeney’s resources, that risk is minimal. For smaller businesses, the clock creates real pressure to move from concept to market while the filing holds your place.
The Celebrity Beauty Gold Rush and Brand Protection
Fenty Beauty, Rihanna’s line, pulled in an estimated $600 million in 2025. Rare Beauty (Selena Gomez) and Kylie Cosmetics (Kylie Jenner) each hit roughly $400 million. Rhode, Hailey Bieber’s brand, reached an estimated $200 million. The global cosmetics market sits at $354.68 billion, and the celebrity slice of it keeps growing at 58% year over year. Sweeney is eyeing a category where the revenue ceiling for celebrity founders has not stopped rising.
Rihanna filed “Fenty Beauty by Rihanna” in March 2016, more than a year before launch in September 2017. Selena Gomez filed for Rare Beauty before her 2020 launch. The pattern is consistent: secure the trademark first, then develop the product. This eliminates the risk of a competitor or squatter claiming the name between announcement and launch. Sweeney is running the same playbook with one advantage: she filed for cosmetics before her brand was even public, giving squatters nothing to react to.
Sweeney’s path into beauty has a foundation that most celebrity entrants lack. She’s building from lingerie into cosmetics, not starting cold. Intimate apparel brands like Victoria’s Secret have operated beauty lines alongside their core products for decades. The customer crossover between lingerie and skincare is natural, and SYRN already has brand recognition from its sold-out launch. Her pattern of filing first and launching second goes back to Sydney Sweeney’s earlier trademark filing for her Syd’s Garage brand, an automotive hobby line where she secured the name months before any products appeared.
SYRN itself carries a trademark advantage that gets overlooked. It’s a coined term, a fanciful mark with no dictionary meaning. Fanciful marks sit at the top of the trademark strength spectrum and receive the strongest legal protection because no other business has a legitimate reason to use the same word. Compare that to Lady Gaga’s recent MAYHEM cosmetics filing, where 16 existing registrations containing “Mayhem” were already on the books. SYRN faces no such crowding. One invented word, applied consistently across categories, builds a cleaner and more defensible brand portfolio.
Lessons for Entrepreneurs Expanding Into New Product Lines
Sweeney filed for cosmetics rights while public attention was still focused on lingerie. By the time SYRN generated buzz through its sold-out debut, the beauty application was already sitting in the USPTO’s queue. File your trademark application during the planning phase, not after launch day generates attention from potential competitors.
Your existing trademark does not cover new product categories. SYRN in lingerie gave Sweeney no claim to SYRN in cosmetics, which is why she filed a separate application. If your brand sells clothing and you plan to expand into accessories, food, or digital products, each category needs its own filing. Skip this step and you’ll discover the gap when a competitor files the name in the product class you forgot to cover.
Intent-to-use filings exist precisely for this situation. For $350 per class, you reserve your priority date up to 36 months before you need to prove you’re selling products. That’s one social media ad. If a competitor files first, you’re looking at thousands in TTAB opposition proceedings. Lose, and rebranding a product line customers already know runs into tens of thousands. Understanding the cost to trademark a name helps with planning for brand expansion at any scale.
Once you’re ready to file, do it through a corporate entity. Sweeney’s applications run through Mylk Studios Inc., not her personal name. Even a basic LLC creates the same advantage: personal liability stays separate from brand assets, and licensing, selling, or franchising becomes cleaner. LLC formation costs vary by state, but it’s a one-time setup that pays off across every trademark filing.
Document your expansion plans early. Internal records showing when you decided to enter a new product category (meeting notes, development timelines, supplier communications) support priority claims if a dispute arises. Sweeney’s team clearly had cosmetics in the pipeline months before the January 16 filing. That paper trail is the difference between winning a challenge and starting over.
How I Help Protect Your Expanding Brand
Sweeney’s SYRN strategy shows what proactive brand protection looks like: the beauty trademark was secured while the lingerie was still in pre-launch. That forward planning prevents competitors from claiming the mark in adjacent categories and avoids the costly scramble of playing defense after a name gains traction. Whether you’re expanding an existing brand into new product lines or launching a multi-category business from scratch, the trademark filings need to happen in the planning stages, not after customers are already buying.
I work with business owners to map out their brand’s growth trajectory and identify which trademark classes need protection now versus which ones can wait. From initial clearance searches across multiple classes to filing ITU applications that secure your priority date, my goal is to build a portfolio that matches your business plan. Every expansion into a new product category requires its own filing, its own proof of use, and its own strategic timing.
If you’re growing your brand into new product lines or considering your first trademark filing, the window to act is before your competitors notice. Contact me for a consultation and let’s lock in your priority date before someone else does.
