Intellectual property protection is more important than ever in the beauty industry as the market for cosmetics becomes more crowded and competitive. Some cosmetic companies have used patents as a key tool to protect their market position. Beauty giant L'Oréal SA, which has a long history of obtaining patents to protect its beauty products, reported that it obtained 517 patents in 2021 alone. Over the past several years, a growing number of beauty companies, big and small, have sought patent protection to help build their intellectual property portfolios. As the beauty industry evolves and competition continues to rise, beauty brands should consider patents as a tool to help protect their brands and stand out among the competition. Intellectual Property Litigation partners Alexandra Valenti and Naomi Birbach and associate Kelly Grosshuesch explain more in Law360.