According to the lawsuit, Beauty Concepts seeks to actively market and advertise to clients of all races and genders. It specializes in corrective skincare treatments for all skin types. Beauty Concepts, which is Black owned, aims to provide services that specifically target Black women and women of color who were historically neglected, excluded and marginalized by the beauty industry.

Kardashian’s lawyer stated to CelebHomes News that Kardashian applauded Ms. Lunsford “for being a small business owner, and following her dreams.” However, she can still claim wrongfully that they’ve done wrong.

On March 28, 2021, Beauty Concepts filed an application with the U.S. Patent and Trademark Office to trademark its SKKN+ design mark, or stylized logo, for use in beauty salon and skincare services, records show.

On March 30, 2021, Kardashian filed several trademark applications to be able to use the term “SKKN BY KIM” for skincare products and a variety of merchandise. The following July, the reality star filed to trademark just the word “SKKN” for use in skincare products, without any specific styling, according to a USPTO filing.