Oral Arguments, with Context

Amarte USA Holdings, Inc. v. Kendo Holdings, Inc., et al. — 9th Cir. (Oct 21, 2026)

Oral Arguments, with Context

Summary

A trademark dispute arises between Amarte, which markets an eye cream named "Iconic," and Kendo, associated with Marc Jacobs, which sold "Iconic" eyeshadow. Amarte claims the similar names misled consumers regarding the source of the products, prompting a lawsuit in 2022 after Kendo discontinued its line. A district judge ruled in favor of the defendants without a trial, stating there was no genuine dispute over facts that warranted one, and found no likelihood of confusion based on packaging and brand recognition.

The case hinges on two types of confusion: forward confusion, where consumers believe the defendants' product is from Amarte, and reverse confusion, where they think Amarte's product comes from the larger Marc Jacobs brand. The district court focused on forward confusion, concluding that reverse confusion was not adequately pleaded. Amarte's legal team argues that both theories were included in their complaint and that survey evidence should be considered by a jury. The defendants counter that Amarte cannot shift its arguments on appeal and invoke a defense of latches, claiming unreasonable delay in filing the lawsuit.

During the appeal, Amarte's counsel emphasizes the importance of consumer surveys indicating confusion between the brands, while the defendants maintain that the absence of actual confusion over five years undermines Amarte's claims. The court also addresses the issue of attorney fees, with the defendants arguing that the case merits such fees due to alleged misconduct by Amarte's legal team. The outcome of the appeal will determine whether Amarte's claims can proceed and whether the defendants will be awarded legal fees.

Show Notes

Two products with nearly the same name lead to a trademark dispute. Amarte sells an eye cream called EYECONIC. Kendo and Marc Jacobs sold EYE-CONIC eye shadow through retailers including Sephora. Amarte says the name confused consumers about who made or authorized the products. It sued in 2022, after Kendo had discontinued the line. The district judge ruled for the defendants without a trial. That was summary judgment: a decision that no genuine dispute about facts material to the result required a trial, and the defendants were entitled to win under the law. Looking at packaging, prominent company names and other marketplace evidence, the judge found no triable likelihood of confusion. Much of this argument turns on two kinds of confusion. Forward confusion means a buyer thinks the defendants' eye shadow comes from, or is sponsored by, Amarte. Reverse confusion goes the other way: a buyer thinks the Amarte product comes from the larger Marc Jacobs business. The concern is that a bigger brand may overwhelm a smaller, earlier user of a name. The district court addressed forward confusion and concluded that reverse confusion had not been pleaded. The judges will press Amarte on whether its complaint and briefs properly preserved the arguments it now wants to make. Amarte will insist both theories were in the case and that its consumer survey required a jury's consideration. The defendants will argue that it cannot change theories on appeal. The defendants will also invoke laches: a defense based on unreasonable delay in suing that prejudices the other side. A separate award of defense legal fees is also at issue. The law allows those fees in exceptional cases, not simply because one side lost. Celeste Butera of Lippes Mathias will present Amarte's appeal first.

Amarte USA Holdings, Inc. v. Kendo Holdings, Inc., et al. (No. 24-6099) — U.S. Court of Appeals for the Ninth Circuit, argued October 21, 2026.

Sources:

Argument audio — official Ninth Circuit recording: https://cdn.ca9.uscourts.gov/datastore/media/2026/10/21/24-6099.mp3

Case and argument date — official Ninth Circuit archive: https://www.ca9.uscourts.gov/cases/streams-videos/archive?case=24-6099&hearingDate=2026-10-21

Product history, confusion analysis and prior ruling — district court Doc. 183, September 4, 2024: https://business.cch.com/ipld/AmarteKendoHldgs20240904.pdf

Prior attorney-fee ruling — original district court order, December 5, 2024, reproduced by CaseMine: https://www.casemine.com/judgement/us/6753d18c5ab395614e15cc3b/amp

Summary judgment — Federal Rule 56: https://www.law.cornell.edu/rules/frcp/rule_56

Exceptional-case attorney fees — 15 U.S.C. § 1117(a): https://www.law.cornell.edu/uscode/text/15/1117

Laches: unreasonable delay and resulting prejudice — Ninth Circuit opinion in Jarrow Formulas: https://law.justia.com/cases/federal/appellate-courts/F3/304/829/474355/

Advocate and firm — Lippes Mathias announcement, November 15, 2024: https://www.lippes.com/insights/celeste-butera-joins-lippes-mathias-as-partner-strengthening-intellectual-property-and-litigation-practices-2740

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