Judicial Review Intensifies in Benefit vs. e.l.f. $1.5 Million Trademark Clash Over Mascara Branding

In the culminating session of the trademark dispute between Benefit Cosmetics and e.l.f. Cosmetics, a California federal judge engaged critically with the legal teams during the bench trial’s closing arguments. Benefit Cosmetics has brought a lawsuit against e.l.f. Cosmetics, seeking $1.49 million over claims that e.l.f.’s “Lash ‘N Roll” mascara infringes upon Benefit’s “Roller Lash” mascara trademark. Noteworthy during the proceedings was the judge’s inquiry into Benefit’s strategy; specifically, why the company had not conducted a consumer survey to support its claim and whether it held any significance that Benefit’s product may have inspired e.l.f.’s mascara design.