Pop superstar Dua Lipa is reportedly broadening her business ventures, submitting documents to trademark her name for a range of fitness and lifestyle products. The 29-year-old singer’s move signals a potential expansion into new consumer markets, including workout supplements such as protein powders and vitamins.
The application, submitted earlier this year, suggests a strategic move to capitalize on her global brand and personal commitment to health and fitness. While approval for the trademark is currently pending, this development follows Lipa’s previous successful foray into lifestyle with “Service95,” a weekly newsletter and platform launched in 2021 that curates content on fashion, culture, travel, and activism.
The Strategic Move into Health and Wellness
Dua Lipa’s reported trademark application for fitness and lifestyle products aligns with a growing trend among celebrities to diversify their brand portfolios beyond their primary entertainment careers. The specific inclusion of workout supplements like protein powders and vitamins indicates a potential direct entry into the health and wellness industry. This sector has seen significant growth, making it an attractive area for established personalities looking to connect with their audience through new products.
Lipa has openly shared insights into her personal fitness regimen and diet, particularly while on tour. She has discussed maintaining a strict routine that includes various workouts such as yoga, Pilates, boxing, and spinning, emphasizing the importance of stamina for her performances. This personal connection to fitness could lend authenticity to any future products launched under her trademark.
Building on Previous Lifestyle Ventures
This isn’t Dua Lipa’s first venture into the lifestyle space. In November 2021, she launched “Service95,” a free weekly newsletter and accompanying podcast. The platform, which she describes as a “global style, culture, and society concierge service,” offers recommendations on everything from travel destinations and food to music and global issues, featuring personal insights from Lipa and contributions from various writers. The trademark for “Service95” was registered in June 2021, demonstrating her methodical approach to brand expansion.
The success of “Service95” may serve as a blueprint for her latest trademark endeavor, indicating a strategic long-term vision for her brand that extends beyond music.
Broader Brand Protection and Future Prospects
Dua Lipa has been proactive in protecting her name as a brand globally. Reports indicate that her lawyers have filed requests to trademark her name in various territories worldwide, including the US, Canada, Europe, Australia, Israel, and Asia. These filings have covered a wide array of merchandise categories, historically including clothing, cosmetics, computer games, books, jewelry, and even kitchen equipment. This comprehensive approach to trademarking suggests a broad strategy to create a robust lifestyle brand, potentially akin to those established by other celebrities such as Gwyneth Paltrow’s Goop or Kourtney Kardashian’s Poosh.
While the current focus is on fitness and lifestyle products, Lipa has also recently awaited trademark approval for an ice cream range named “One Lick,” further illustrating her diverse interests in consumer goods. This continuous exploration of new product categories underscores her ambition to build a lasting and multifaceted business empire.
The move into fitness and lifestyle products marks another significant step in Dua Lipa’s evolution as a global brand, hinting at an exciting future for her fans and the industries she chooses to enter.
