INPI rejects Mari Maria's request and recognizes prior trademark registration of Larissa Manoela.

The recent decision issued by Brazil’s National Institute of Industrial Property (INPI), rejecting the trademark application filed by influencer Mari Maria and upholding the prior registration owned by actress Larissa Manoela, has reignited an essential discussion within the fashion and beauty industries: the strategic importance of trademark protection.

The authority understood that the visual elements sought by the influencer reproduced features already registered by the actress, creating a likelihood of confusion in the marketplace — which, under Brazilian law, prevents approval.

INPI rejects Mari Maria's request and recognizes prior trademark registration of Larissa Manoela.

INPI rejects Mari Maria's request and recognizes prior trademark registration of Larissa Manoela.

Brazilian industrial property legislation makes it clear that trademark rights are acquired through a valid registration and that the owner holds exclusive use of the mark within their business field. It also prohibits the registration of signs that reproduce or imitate an existing mark when such similarity is capable of misleading consumers or generating an undue association between unrelated parties. Guided by these legal principles, INPI determined that Larissa Manoela’s priority should be preserved.

This case demonstrates how trademark conflicts can arise even among well-established creators and public figures, particularly when similar visual identities are launched in overlapping markets. In the fashion and beauty sectors — where branding, symbolic elements, and public reputation function as core assets — rigorous legal analysis and strategic planning are indispensable. Failing to take these precautions can result not only in the loss of a registration but also in significant impacts on brand positioning and value.

Beyond reinforcing the principle of priority, the dispute highlights the risks of filing administrative challenges without proper technical support. A poorly constructed proceeding can expose weaknesses in the challenger’s own trademark portfolio, potentially opening space for the earlier owner to question the validity of existing registrations. In creative and high-visibility industries, specialized legal counsel is not merely advisory: it is a tool of protection and strategic safeguarding.

For brands, founders, influencers, and companies in the field, this case underscores the need for continuous legal oversight. Monitoring the market, assessing risks, protecting distinctive signs, and ensuring compliant brand development are fundamental steps for sustainable growth and for avoiding disputes that could have been prevented with proper guidance.

Cases such as the Larissa Manoela vs. Mari Maria dispute highlight how strategic decisions in intellectual property demand technical analysis, long-term planning, and consistent legal oversight. Relying on specialized Fashion Law counsel is essential to prevent missteps, secure timely registrations, and ensure that a brand’s identity is protected from the outset. If you would like to learn more about the services offered by Carolina Lago Advocacia and how our firm can assist your brand, simply access the link provided https://linktr.ee/carolinalagoadvocacia.