Building a Brand From Scratch: Nara Smith Applies to Trademark Her Name

Author: Sofia Ana Arriaga

TikTok feeds are flooded with influencers sharing mouthwatering recipes, often speaking in soothing tones and urging followers, “Run, don’t walk” to buy a product. But in a saturated space, 23-year-old Nara Smith has carved out a distinct identity. The influencer has amassed a monumental 9 million followers on TikTok, branding herself with her signature style: cooking elaborate meals in designer gowns and making nearly everything “From Scratch.” On May 28, 2025, a trademark application was filed for her name. 

But what does this trademark protect, and why is she seeking registration? 

What is a trademark, and why would Nara Smith apply for one? 

According to the United States Patent and Trademark Office, “A trademark is any word, name, symbol, or design, or any combination thereof, used in commerce to identify and distinguish the goods of one manufacturer or seller from those of another and to indicate the source of the goods.” By applying for a trademark for her name, Smith is attempting to hold the exclusive right to use her name in commerce for specific categories (cooking and cosmetic tutorials via social media, live appearances by a fashion model/influencer). In other words, no other brand can use this name to sell products or offer services in the aforementioned categories in a confusingly similar way. 

For another example, we can look to veteran influencer Alix Earle, who began posting in 2020 and has since gained 7.5 million TikTok followers. The 24-year-old expanded her TikTok empire into a podcast, Hot Mess with Alix Earle, which has garnered over 19 million views on its YouTube channel. Earle has not only applied to trademark her name, but also her podcast’s name. The former provides protection against unauthorized use of her name for events such as brand collaborations or media appearances, and the latter does the same for Hot Mess with Alix Earle collaborations and merchandise. 

Can Nara Smith’s catchphrase “From Scratch” be trademarked? 

Smith has filed a trademark application for her name, but not her famous catchphrase. According to Cohn Legal PLLC, for a phrase to be trademarked it should, “be distinctive, non-generic, and capable of identifying the source of goods or services.” While many associate Smith’s famous catchphrase “From scratch” with her content, this tagline may not be distinctive enough to trademark. If Smith extended her phrase to include her name (“From Scratch by Nara Smith”) the argument might be stronger. But as it currently stands, the phrase could conjure up images of other intellectual property, including the TV show of the same name. From Scratch, the hit Netflix miniseries, includes analogous themes of cooking and domesticity, and could prompt confusion. 

Conclusion 

By trademarking her name for a range of entertainment services (videos in the field of fashion, cooking, food, cosmetics, and popular culture) Nara Smith will secure legal protection against any unauthorized use of her name in the applicable areas. This is vital for protecting her name across digital content and future business ventures, just as Earle has extended her brand into an empire. 

Sources 

How to Trademark a Phrase/Slogan in 2025, Cohn Legal PLLC,