Can You Own a Beauty Technique?

The Blush Technique Brouhaha

Makeup artist Ngozi Esther Edeme accused celebrity makeup artist Patrick Ta of copying her viral blush application technique in June 2026.

The controversy highlights the complexities of intellectual property in the beauty industry, where products and names can be trademarked but methodologies are harder to protect.

Edeme's technique went viral, and soon after, Ta shared a similar method, sparking accusations of copying. Ta's large following and influence in the beauty world added fuel to the fire.

Is a Beauty Method Trademarkable?

The issue is not just about who came first but also about the nature of beauty techniques. Many are passed down through generations or shared among artists.

Establishing ownership of a beauty technique is challenging due to the lack of clear guidelines. Trademark law protects brand names and products, but it doesn't cover methods or techniques.

Frequently Asked Questions

The beauty industry relies heavily on shared knowledge and inspiration. Artists often build upon existing techniques, making it difficult to determine what constitutes original work.

The outcome of this controversy may set a precedent for how beauty techniques are treated in the future. As social media continues to play a significant role in the beauty industry, the issue of ownership is likely to arise again.

What is trademark law? Trademark law protects brand names, logos, and products from being used by others. It doesn't cover methods or techniques. Can a beauty technique be patented? In some cases, yes, if it's a novel and non-obvious invention. However, most beauty techniques are not eligible for patent protection. How does this controversy affect the beauty industry? It highlights the need for clearer guidelines on intellectual property in the beauty world.