Amanda Holden Tries to Own Her Name, Eyes Cosmetic Empire

**Amanda Holden Files Trademark Application for Name, Aiming to Launch Beauty and Perfume Line**

Britain’s *Got Talent* judge Amanda Holden has filed a trademark application with the Intellectual Property Office to secure her name for use on cosmetics, perfumes and an online store.

The move, signals the 55‑year‑old’s intent to broaden her business portfolio beyond her existing home‑ware line and her role as ambassador for Sam Faiers’ Revive Collagen.

Holden already owns a home‑ware collection and has been closely associated with Revive Collagen, flying to Crete with her daughter Lexi last month.

The new trademark filing covers future beauty products and a dedicated website, allowing the star to capitalize on her public profile in the same way other celebrities have done with wellness brands. Industry observers note that Gwyneth Paltrow has earned £323 million from Goop, while Holly Willoughby launched Wylde Moon.

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## Background & Context

Holden’s interest in beauty and wellness is not new. She has long promoted non‑surgical treatments, explaining that a skin condition that causes her to overproduce scar tissue prevents her from undergoing surgery.

In a *Guardian* interview, she said, “I’d never be able to go under the knife because I have a skin condition which means I overproduce scar tissue, but I’m all for anything to make anyone feel better.” She also clarified that she would never use Botox again – what she actually said was: “Never say never,” but she has not had any for months.

In addition to her cosmetic ventures, Holden maintains a rigorous fitness routine.

She runs three to four miles a week and incorporates Kundalini yoga and a “Viking workout regime.” However, she stresses that she is “not a slave to any beauty or fitness regime because I love food too much.” She quips that during summer she “runs for my rosé wine” and in winter for her red wine, underscoring her balanced approach to wellness.

Holden’s public persona also extends beyond beauty. She co‑hosts the national *Heart Breakfast* radio show with Jamie Theakston, judges on *Britain’s Got Talent*, hosts *Celebrity Inner Circle*, and presents a BBC DIY show alongside Alan Carr.

These roles reinforce her brand as a versatile media personality, making the trademark filing a logical step toward diversification.

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## What People Are Saying

The has reached out to Holden’s representative for comment on the trademark application, indicating that industry insiders are monitoring the move closely. While no official statement has been released, observers note that many celebrities have successfully leveraged their names in product lines.

The *Sun* highlights that holders like Paltrow and Willoughby achieved significant revenue through their wellness brands, suggesting a lucrative potential for Holden.

Holden herself has expressed enthusiasm about extending her brand.

In a light‑hearted interview with *TV Times*, she said, “I am not a slave to any beauty or fitness regime because I love food too much.” She added that, “I’m from a generation of women who won’t fade into the background – we’ll flaunt our bits for as long as we can.” Her remarks reinforce the public’s perception of her as a forward‑thinking entrepreneur.

The trademark application is a formal step, but it does not guarantee product launch. The Intellectual Property Office must first approve the name, and Holden will still need to develop manufacturing, marketing and distribution plans.

Nonetheless, the filing sets the stage for a potential expansion into cosmetics and perfumery that could mirror the success stories of other high‑profile brands.

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## What Happens Next

Following approval of the trademark, Holden will likely begin sourcing partners for production and distribution. Although no specific launch date has been announced, industry analysts anticipate that a branded line could debut within the next twelve months, aligning with seasonal retail peaks.

The name protection also allows her to prevent other entities from using “Amanda Holden” in related markets, safeguarding the brand’s integrity.

Meanwhile, Holden’s television and radio commitments will continue. Her presence on *Heart Breakfast*, *Britain’s Got Talent* and *Celebrity Inner Circle* keeps her in the public eye, providing a platform for future product promotion.

Should the cosmetic line materialize, cross‑promotion across her shows could accelerate market penetration.

In short, the trademark filing marks the first official step toward a broader entrepreneurial footprint for Amanda Holden. Whether her name will soon grace perfume bottles or skincare tubs remains to be seen, but the groundwork has been laid for a potential new chapter in her business career.

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