THE WHAT? Seed Beauty has launched a lawsuit against KKW Beauty in order to prevent the Kim Kardashian-owned firm from disclosing the brand builder’s trade secrets to Coty during talks regarding a potential acquisition, according to a report published by TMZ.
THE DETAILS Having acquired a majority stake in Kylie Cosmetics last fall, Coty is now reportedly poised to strike a similar deal for KKW; and Seed Beauty, who has worked with both brands in the past, is hoping to protect its intellectual property.
THE WHY? TMZ suggests that Seed Beauty was not satisfied with assurances given during the Kylie-Coty deal and is therefore seeking to enshrine its protection in law this time around.