Lost Mary Wins Trademark Battle Against ‘Love Mary’ Copycat Attempt

he battle against lookalike vape brands has taken another turn, as Lost Mary – one of the most recognisable disposable vape names in the UK – has successfully blocked a rival’s attempt to trademark the name “Love Mary.”

The UK Intellectual Property Office (IPO) ruled earlier this month that Shenzhen Sendao Technology Co. Ltd.’s proposed “Love Mary” brand was too close to iMiracle’s hugely successful Lost Mary line. Officials concluded the new brand was deliberately designed to mislead consumers, risking confusion at the point of sale.

For iMiracle (HK) Ltd., which also produces the market-leading Elf Bar, the decision is more than a legal win – it’s a defence of one of the most valuable brand names in vaping. Since launching in March 2022, Lost Mary has gone from newcomer to sales juggernaut, with turnover soaring from £1 million to more than £9 million per month within seven months. That kind of commercial growth makes the brand an attractive target for imitators.

The IPO highlighted the suspicious similarities not only in name but also in packaging and typeface. While some consumers might clock the difference between “Lost” and “Love,” the regulator concluded many would still assume “Love Mary” was a sister product, damaging brand trust if the rival’s vapes failed to deliver the same quality.

For the industry, the ruling sends a clear message – established vape brands with proven reputation and commercial value will be protected from opportunistic attempts to piggyback on their success. But it also reflects the competitive intensity of the disposable vape market, where new names and designs appear at breakneck speed, often toeing the line of legality.

Whether this legal victory will deter future attempts to play off the Lost Mary brand remains to be seen. What is clear is that trademark battles are becoming as much a part of the vape industry as product launches and flavour innovations.

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