Molly Sims accuses Jones Road Beauty of intellectual property theft

Molly Sims, founder of YSE Beauty, has publicly accused Bobbi Brown’s Jones Road Beauty of intellectual property theft regarding a product name and marketing style. In a video shared to Instagram, Sims expressed disappointment that Jones Road Beauty launched a collection of under-eye concealers using the name ‘Wide Awake,’ which is the name of Sims’ best-selling brightening eye cream launched two years ago.

Sims noted that her brand operates with a small, limited budget and expressed hurt that a fellow female founder she had long admired would allegedly mimic her product name and marketing campaign.

Bobbi Brown responded to the controversy via Instagram, stating that the use of the name was a mistake. Brown explained that a prior trademark search had shown no other ownership of the name ‘Wide Awake’ before Jones Road Beauty proceeded with its launch.