Delhi High Court Restrains Traders From Using 'Beauty Of Joseon' Trademark And Trade Dress

The Delhi High Court on 2 July granted an ex parte ad interim injunction restraining traders from using GoodAI Global Inc.'s trademark and trade dress associated with its "Beauty of Joseon" skincare brand, and directed Amazon Seller Services to de-list the impugned products.

Justice Anup Jairam Bhambhani observed that the plaintiff had “succeeded in making out a prima-facie case for issuance of an ex parte ad interim injunction... for infringement by defendants Nos. 1 to 3 of the plaintiff's trade mark and trade-dress.”

GoodAI Global Inc. informed the Court that a coordinate bench, in a judgment dated 28 January 2025 passed in rectification proceedings involving the same defendants, had already directed the Trade Mark Registry to remove the defendants' registered mark from the register. Despite this, the plaintiff submitted that the defendants continued using the mark.

Placing products manufactured by the plaintiff alongside those of the defendants before the Court, counsel for the skincare brand argued that there was “striking similarity in the trade mark and the trade-dress appearing on the products.”

The plaintiff submitted that although the mark had already been removed from the register, ruling out a strict infringement claim, it was still entitled to relief as the defendants were allegedly passing off the plaintiff's trademark and trade dress as their own.

The Court held that the balance of convenience favoured the plaintiff, observing that "irreparable loss and injury would be caused to the plaintiff if the injunction as prayed-for is not granted."

Accordingly, it restrained defendants 1 to 3 from manufacturing, selling, marketing or advertising products bearing the plaintiff's device mark or the brand name "Beauty of Joseon" until the next date of hearing.

The Bench also directed Amazon Seller Services to de-list the defendants' products as per the URLs set out in the plaint, while granting liberty to the plaintiff to furnish additional URLs for removal.

The matter is listed before the Joint Registrar for completion of pleadings on 25 September 2026.