Elizabeth (Liz) Sbardellati

For founders, naming a brand after oneself can feel like the most natural—and powerful—choice. A personal name signifies authenticity, craftsmanship, and accountability. Consumers feel they are not just buying a product, but a person’s vision, values, and reputation. In the apparel, beauty, and skincare space in particular, a founder’s identity often is the brand. That alignment can drive early momentum and deep consumer loyalty. But the same naming strategy that builds value at launch can create significant legal and business complications at scale—especially at exit.