Making your mark without an ironclad trademark can be troublesome. It’s better to safeguard your brand name to help fight against copies, lawsuits or worse. Especially in the age of Amazon, trademark power covering words, phrases, slogans, symbols and designs is being wielded to repel sneaky competitors and counterfeiters seizing upon successful businesses. Beautyblender, Lush and Estée Lauder are just a few of the cosmetics companies that have relied on trademark protection to fend off infringement. Securing trademark protection, though, isn’t as simple as signing up for a credit card. Beauty Independent turned to trademark attorneys Diana Palchik and Josh Gerben to guide us through the trademark process.