For an industry dedicated to showing the softer side, the beauty industry certainly has its share of battles. The latest, according to online report is a trademark disagreement between L’Oreal India and VLCC, a wellness company. At the center of the row is the use of the brand name ‘Fuel’.

Interestingly both companies claim to have bought the brand from Mahesh Chaudhary, who is based in India. Products made by VLCC which bear the Fuel tag include men’s deodorant and after-shave balm.

Part of an email from L’Oreal India’s spokesperson read “L’Oreal places great importance on the protection of its trademarks and reserves its right to defend them whenever necessary.”