In a pivotal trademark and trade dress infringement bench trial, Benefit Cosmetics has launched a case against e.l.f. Cosmetics, claiming that e.l.f.’s “Lash ‘N Roll” mascara blatantly mimics Benefit’s “Roller Lash” product, which boasts over $300 million in sales. Presented before a San Francisco federal judge on Monday, Benefit argued that e.l.f. sought to emulate the “holy grail” of their successful mascara.
For more details on this trial, see the original report on Law360.