Written by the Oppenheimer Lab team — Reviewed by Mohamed Arbi Jallali, Partner, Head of Production and Formulator
Published on
8 min read
A good cosmetic brand name is distinctive, available and registrable in Tunisia. It must also remain consistent with the rules on claims: Commission Regulation (EU) No 655/2013 applies to names and trade marks when they attribute characteristics to the product. It is chosen in four steps: positioning, creation, prior rights check, registration.
This article is for information only and refers to the official texts. You will see how to choose a name, check its availability, verify its compliance with claims rules, register it with INNORPI, protect it for export, then extend it into a brand identity.
How do you choose your cosmetic brand name?
Choosing your cosmetic brand name means first defining the target, the benefit sought and the retail price, then looking for a short, memorable, distinctive name consistent with that positioning. Naming is the process of finding a name for a brand, a product or a service.
Start from the positioning before looking for ideas
The name comes after the strategy, not before. Our advice: before developing anything, set five elements, namely the target, the benefit sought, the retail price, the quantity and the overall budget, marketing included. This framing avoids a mismatch between ambition, budget and schedule, a frequent cause of failure.
The context is also demanding. According to e-marketing.fr (September 2023), the French INPI register lists nearly 3.7 million registered trade marks, which illustrates how hard it is to find an original name.
Here are the criteria to check for each name idea:
- it remains easy to remember and to pronounce;
- it matches your target and your retail price;
- it allows the range to be extended later;
- it is distinctive, and therefore potentially registrable.
We recommend launching one or two well-positioned products, then expanding based on customer feedback. Choose a name that does not lock you into a single product.
The main families of names
Naming approaches fall into a few families, each with its advantages and risks. A descriptive name is the most exposed: INNORPI examines the application to check that the trade mark is distinctive.
| Type of name | Advantage | Risk |
|---|---|---|
| Suggestive | Evokes a sensation or a world | May imply an effect: to be checked |
| Descriptive | Immediately positions the product | Weak distinctiveness, registration challenged |
| Acronym | Short and easy to write | Little emotion, hard to remember |
| Arbitrary | Memorable, highly distinctive | Takes more effort to establish meaning |
If you would like support with positioning and naming, discover our brand development support.
How do you check that a brand name is available?
To check that a brand name is available, you need to request a prior rights search from INNORPI. A name may be legally unavailable even if the domain name is free. According to Tunisie Entreprendre, the fee is around 36.700 dinars TTC.
Prior rights search at INNORPI
A prior rights search is the check that a sign has not already been registered or protected for similar products. According to Tunisie Entreprendre, skipping this step risks a refusal or an opposition afterwards.
According to African Legal Factory (January 2024), INNORPI can carry out these searches on request, before registration.
The amount may change. Confirm it on innorpi.tn or with an industrial property attorney before taking any step.
Do not limit yourself to the domain name and social networks
Many project owners only check the domain name and social networks. According to African Legal Factory, this is not enough: a trade mark may be unavailable even if the domain name is free.
Before choosing a name, go through this list:
- launch the prior rights search with INNORPI;
- check signs that are close in spelling or pronunciation;
- check the domain name and social media accounts;
- list the targeted products, as availability is assessed in relation to them;
- keep a dated record of your checks.
These checks prepare the registration, which we detail later in this article.
Can a cosmetic brand name contain “organic”, “natural” or a promise?
A brand name is a claim when it attributes characteristics to the product. Commission Regulation (EU) No 655/2013 covers texts, names, trade marks and images. A name that suggests an effect or an ingredient that is absent therefore carries a risk, and any claimed effect requires adequate and verifiable evidence.
A claim is a statement, name or image that attributes, explicitly or implicitly, a characteristic or function to the product. According to EUR-Lex (10 July 2013), the regulation covers claims in the form of texts, names, trade marks, images or other signs, whatever the medium.
Claims may not state that a product contains an ingredient which is not present in it. (EUR-Lex, Commission Regulation (EU) No 655/2013)
In practice, a name evoking an ingredient, an “organic” or “natural” character must match the actual formula. According to EUR-Lex, claims must be based on adequate and verifiable evidence. A name that promises a result, such as an “anti-ageing” or “anti-spot” action, should therefore be prepared with the same care as packaging text.
The regulation also assigns a specific responsibility. According to EUR-Lex, the Responsible Person referred to in Article 4 of Regulation (EC) No 1223/2009 ensures that the wording of the claim complies with the common criteria and is consistent with the documents in the Product Information File. Claims fall under Article 20 of Regulation (EC) No 1223/2009.
It is useful to submit your name ideas to the Responsible Person before registration. This article remains informative; consult the official texts on EUR-Lex for your case.
How do you register your trade mark in Tunisia with INNORPI?
A trade mark is registered in Tunisia with INNORPI, directly or through an agent, with the products classified according to the international Nice classification. Once registered, the trade mark is protected for ten years from filing. This protection is renewable indefinitely in ten-year periods.
The registration steps
Filing is the formality that gives an exclusive right to the name for the designated products. According to Tunisie Entreprendre, the applicant completes a form accompanied by the representation of the trade mark and the list of targeted products, classified according to the Nice classification.
For a cosmetic brand, list precisely the products you plan to sell, including the range extensions you are considering. The table below summarises the process.
| Step | What happens |
|---|---|
| Filing the application | Form, representation of the trade mark and list of products to be classified, filed directly or through an agent |
| Examination | Verification of the application by INNORPI before registration |
| Publication and opposition | Period during which a third party may oppose the application |
| Registration | Entry of the trade mark in the national register if the application succeeds |
According to Tunisie Entreprendre, the processing time is generally three to six months.
According to African Legal Factory (January 2024), INNORPI examines the application as to form and substance, in particular to check that the trade mark is distinctive and consistent with public policy. The same publisher specifies that the application must be filed in person: filing by post is not admissible, and an applicant resident abroad must appoint a representative established in Tunisia.
According to African Legal Factory, an opposition may be filed within two months of the publication of the application. If the administration does not reject the application and no opposition is made, the trade mark is entered in the national trade mark register.
Duration of protection and renewal
According to Tunisie Entreprendre, a registered trade mark is protected for ten years from filing, renewable indefinitely in ten-year periods. Note the filing date and plan the renewal well before the deadline.
Procedures and fees change: this article remains informative. Confirm them with INNORPI or an industrial property attorney before taking any step.
How do you protect your name for export (Europe, Maghreb, Africa)?
A Tunisian registration only protects the trade mark in Tunisia. Each sales market requires its own filing strategy, by country or by region. Define your countries of sale from the brief, before fixing the name, the logo and the packaging.
According to African Legal Factory (January 2024), a registration in Tunisia does not automatically protect the trade mark in other countries. The same publisher indicates that extension is made through national filings, through the Madrid system, through a European Union trade mark or through a filing with OAPI, depending on the countries targeted.
The Madrid system is the procedure that allows you to request protection in several countries from a national filing. According to African Legal Factory, it is recommended to file internationally within six months of the national filing; this is the priority period.
Keep in mind that manufacturing in Tunisia does not exempt you from the requirements of the destination market. For the European Union, you notably need a Responsible Person established in the EU, a Product Information File with a safety assessment, a compliant composition and labelling, then a CPNP notification before placing on the market. We recommend defining the countries of sale from the brief to prepare the corresponding supporting documents and packaging.
A name available in Tunisia may already be taken in Europe, the Maghreb or Africa. Have each target market checked before investing in packaging.
How do you move from a name to a consistent brand identity?
Brand identity, that is the logo, the graphic charter, the packaging and the tone, follows from the name and positioning chosen. Before ordering containers, test the formula-container pairing. Then plan a realistic budget and schedule, as visual identity involves costs and lead times.
A graphic charter is the document that sets the colours, typefaces, logo usage and tone of the brand. It ensures that the name remains recognisable on the label, the website and social networks.
Our advice: never order your bottles before validating their compatibility with the formula. A container must protect the product, dispense its texture properly and withstand transport. An airless bottle may suit certain formulas, without automatically being the best choice. We recommend testing the formula-container pairing before launching the whole order. For this step, it is useful to find out about filling and packaging before fixing your choices.
Let us take a typical example, which does not correspond to any real client. A Tunisian entrepreneur launches her first skincare brand sold online, with a single product: a 50 ml light-textured face moisturiser, based on an existing formula that has already been validated. For 1,000 units, a schedule of about twelve weeks is realistic if the packaging is available, if approvals are quick and if the checks are satisfactory. A fully custom formulation would require a different schedule.
To frame your identity, follow these points:
- link the logo and tone to the positioning defined at the start;
- validate the container with the formula before any order;
- anticipate seasonal peaks several months ahead, such as sun care products in summer;
- keep some budget for marketing.
To cost your project, you can request a quote: Oppenheimer Lab replies to requests within 48 working hours.
Sources
- Commission Regulation (EU) No 655/2013 of 10 July 2013 laying down common criteria for the justification of claims used in relation to cosmetic products, EUR-Lex (European Union), 10 July 2013
- Protéger sa marque et ses brevets en Tunisie : le guide INNORPI (2026) (in French), Tunisia Entreprendre, 2026
- Protéger sa marque en Tunisie : guide complet INNORPI (in French), African Legal Factory, 23 January 2024
- Guide pratique pour trouver un nom pour sa marque (in French), e-marketing.fr, September 2023
Frequently asked questions
How do you find a name for your cosmetic brand?
Start from the positioning, not from a list of ideas. First set the target, the benefit sought, the retail price, the quantity and the overall budget. Then look for a short, memorable and distinctive name that allows the range to grow. Test each idea for availability and for claims before choosing it.
How can you tell whether a brand name is available in Tunisia?
Request a prior rights search from INNORPI. Checking the domain name and social networks is not enough, because a trade mark may be unavailable even if the domain is free. The fee is around 36.700 dinars TTC according to Tunisie Entreprendre: confirm it before taking any step.
How long does trade mark protection last in Tunisia?
Protection lasts ten years from filing. It is renewable indefinitely in ten-year periods, as long as you renew it. Note the filing date as soon as you register and plan the renewal well before the deadline, checking the procedures with INNORPI.
Can a descriptive name be registered as a trade mark?
Rarely, because a name must be distinctive. A name that directly describes the product is closely scrutinised and may be refused or challenged. A suggestive or arbitrary name has a better chance of being registered. Have your idea checked before printing it on your packaging.
Can you use “organic” or “natural” in a cosmetic brand name?
Only if the name remains compliant with the rules on claims. Commission Regulation (EU) No 655/2013 covers names and trade marks, and requires adequate and verifiable evidence. The name must therefore match the actual formula. Submit it to the Responsible Person before registration.
Does registration in Tunisia protect the trade mark abroad?
No, a Tunisian registration protects the trade mark in Tunisia only. For export, you need national filings, an extension through the Madrid system, a European Union trade mark or a filing with OAPI, depending on the countries targeted. A six-month priority period is recommended.
