Delhi High Court Grants Interim Relief To L'Oréal, Restrains Circulation Of AI-Generated Video On Maybelline

Justice Jyoti Singh passed the order on January 20, 2026, observing that the continued circulation of the disputed content would cause irreparable harm to the goodwill and reputation of L'Oréal India Private Limited and its globally recognised brands.

L'Oréal told the Court that it is a wholly owned subsidiary of global beauty brand L'Oréal S.A., France, and is engaged in the manufacture and sale of a wide range of cosmetic and personal care products in India. It stated that it is the proprietor of several well-known trademarks, including “L'OREAL” and “MAYBELLINE,” which enjoy extensive goodwill, consumer trust, and market recognition worldwide as well as in India.

The dispute concerns L'Oréal's two eye-makeup products, i.e., Maybelline New York Lash Sensational Sky High Mascara and Maybelline New York Lasting Drama Gel Eyeliner, which, according to the company, enjoy immense goodwill and have been manufactured in compliance with safety standards.

According to L'Oréal, the content creator had raised complaints alleging adverse reactions from the use of the products and, despite company's attempts to resolve the grievance, escalated the matter by demanding money and threatening to release defamatory content on social media platforms.

It was alleged that the disputed video shared by the content creator appeared to be AI-generated and contained false and misleading claims, including allegations that the products caused “melting skin” and “bleeding eyes” and were “pure carcinogens.” L'Oréal submitted that the video went beyond legitimate consumer feedback and amounted to malicious disparagement and misuse of its trademarks.

After examining the material placed on record, the Court held that a prima facie case for the grant of ex-parte ad-interim relief was made out. It observed that the allegations in the video were unsubstantiated and were detrimental to the distinctive character of the “L'OREAL” and “MAYBELLINE” brands.

The court added, “If the impugned video is published/ circulated/disseminated in public on any platform, the same will cause irreparable injury to Plaintiff's brand, market standing and consumer trust, as the contents are prima facie intended to cause disparagement of MAYBELLINE brand and the products sold thereunder.”

Accordingly, the Court restrained the content creator and anyone acting on her behalf, until the next date of hearing, from publishing, circulating, uploading, or otherwise disseminating the disputed video or any other content disparaging the goodwill and reputation of the brands, on any platform.

For Plaintiff: Advocates Gaurav Gogia and Mayank Saraf