""Any time you have to explain your name, you're essentially apologizing for it," says Alexandra Watkins, the founder of naming firm Eat My Words. Her deal-breakers for names include 'looks like a typo' and 'hard to pronounce.'"
""It's really hard to tell your boss that their name idea sucks," she says. Especially when the boss is a celebrity."
Celebrity brands are increasingly using complex and difficult-to-pronounce names, such as Syrn and Skylrk, as a result of brand oversaturation. This trend has emerged since 2024, with names like Wyn Beauty and Cécred. Trademark issues complicate the naming process, leading to a surge in pseudo-futuristic names. Experts like Alexandra Watkins note that names requiring explanation can be detrimental, and the trend of convoluted names is worsening, making it challenging for celebrities to find suitable brand identities.
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