: #Trademark application points to #domain sale

The creators of MoxieLash, a line of lashes and other cosmetics, have applied for a federal trademark registration at the USPTO. The mark application is for the term MOXIE.COM.

The applicant operates from the domain, and the trademark application is for the following products and services:

Downloadable software in the nature of a mobile application for purchasing eyelash extensions, hair extensions, nail extensions.

The application for the registration of MOXIE.COM as a federal trademark was filed with an “intent to use” clause, indicating that the domain changed hands. is under WHOIS privacy and the last public record from DomainTools points to a change that took place on May 10, 2020. At the time, the domain was moved away from its long-term registrant, inventor and artist Steve Hollinger.

Registered in 1995, the domain is now at Namecheap. Moxie indicates courage or energy, determination and knowledge. Source: Merriam-Webster dictionary.

Mr. Hollinger appears to have been the original registrant of, according to this 1996 capture from We can only speculate on the selling price of or the method used to facilitate the domain sale.

Why was MOXIE.COM applied for as a trademark at the USPTO?

It’s an ongoing trend among owners of generic domain names, following the decision by SCOTUS on the trademark application.

Since then, dozens of generic domain names have been applied to be registered as trademarks, inclusive of the TLD. We keep track of these applications, and so far none has been decided upon.

As of January 5th, 2021, BOOKING.COM is a registered trademark with the USPTO.

Will these applications become the new norm? Watch this video from NamesCon Online 2020.

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