Makeup artist, Lee Tillett, has filed her own claims against Kim, Kourtney and Khloe Kardashian and their licensee Boldface Group Inc. stemming from the Kardashian's Khroma makeup collection. Tillett filed trademark infringement counterclaims in a Los Angeles, California court last week alleging that the Kardashian's collection has caused confusion among consumers and damaged her business, which is entitled Kroma.
Tillett is asking for $10 million in damages after sending the reality TV stars a cease and desist letter in July, which prompted the girls to file suit themselves, asking the court for a declaratory judgment (which would state that they are legally permitted to continue using the name). However, unlike the Kardashians, Tillett has a federally registered trademark for Kroma for cosmetics.
According to Tillett's complaint, the similar names are not a coincidence and the sisters are far from innocent. "On or about May 2010, representatives for Tillett and TLK Fusion were engaged in discussions regarding the possible product placement of the KROMA cosmetics line on the television reality show special The SPINdustry [which Kim was a producer of] that was scheduled to air on E! Entertainment Television," the same network that airs Keeping Up With the Kardashians.
So, this makes two suits against the Kardashians, as Chroma Makeup studio, the company that originally spoke out against the Kardashians for their Khroma makeup collection, filed suit against the sisters and their licensing company last December. Moral of the story, do a quick USPTO search before deciding on a business name.