Gloss Angeles Podcast Episode Summary

Episode: Inside a Beauty Patent Dispute With Shhhowercap Founder Jacquelyn De Jesu
Air Date: January 23, 2026
Hosts: Kirbie Johnson and Sara Tan
Guest: Jacquelyn De Jesu, Founder & CEO of Shhhowercap

Episode Overview

This episode delves into the world of beauty innovation, intellectual property, and the real-world challenges faced by independent inventors. Hosts Kirbie and Sara interview Jacquelyn De Jesu, founder of the reinvented, patented Shhhowercap, about her journey from advertising creative to beauty entrepreneur, the latest patent dispute saga involving her product, and the broader implications of “dupe culture” in the beauty industry. Jacquelyn shares personal and professional insights on protecting inventions, fighting against infringement, and what comes next for her and her brand.

Key Discussion Points & Insights

Jacquelyn’s Beauty Faves and Routines

[01:16–03:53]

• Jacquelyn shares her daily makeup go-tos:
  • IT Cosmetics Bye Bye Under Eye Concealer: Lasts a remarkably long time, doesn’t crease ("it’s like spackle").
  • Supergoop! Unseen Sunscreen: Loved for its feel and inclusivity (even her husband is a fan).
  • Rhode Lip Peptide: Combines with Clinique lipstick for color and function.
  • Westman Atelier Contour Stick: Versatile for contour, eyeshadow, and easy touch-ups.
• “My mom’s a makeup artist, and that’s like, one of my favorite hacks—how a blush can be anything when it’s mixed with lip gloss and how, you know, a contour stick can also be your eye shadow.” —Jacquelyn [03:45]

Advice for Nontraditional Founders

[04:05–06:37]

• Jacquelyn’s background: Creative director in advertising before entering beauty.
• Advice to aspiring founders without big brand experience:
  • Know your excellence and leverage it to build your team around your gaps.
  • Be aware of your strengths and use them as a litmus test for entrepreneurial aptitude.
• “If you know yourself well enough, you really need to map what your core competencies are, what your excellence is, because there’s room for that.” —Jacquelyn [04:34]
• Emphasizes differentiation and authenticity over copying trends: “Don’t pull, swipe from other people ... do it in order to be different.” —Jacquelyn [05:31]

Inspiration vs. Imitation and the Value of Offline Influence

[06:37–09:57]

• Importance of looking beyond social media for inspiration; get off Pinterest, go to museums and libraries.
• Violette_FR noted as a brand with staying power because of a clear, original perspective.
• “Authenticity has never been more important than it is today. That’s exactly why consumers are more educated ... and they can feel it.” —Jacquelyn [09:55]

The Anatomy of a Beauty Patent

[11:16–14:52]

• Jacquelyn explains types of patents: Design and utility patents.
  • Design patent: Protects how the shower cap looks (pleats, band, pocket, shape).
  • Utility patent: Protects how it works (hydrophobic fabric, encased elastic, functional details).
• Patenting was vital to protect her investment and creativity, influenced by her upbringing in a creative entrepreneurial family and by the example of women like Sara Blakely.
• “If you cannot trust your shower cap, what is the point? I don’t care how cute we make it.” —Jacquelyn [13:26]
• “There was never a question about whether the ideas that came out of my head had value in the world ... and for me that’s like, patents or trademarks, it all really boils down to creativity in business.” —Jacquelyn [16:43]

The Showercap Patent Dispute

[17:04–26:51]

• In 2018, a competitor allegedly infringed on Shhhowercap’s patents and trademark tagline.
  • The knockoff looked similar and used her registered tagline verbatim.
  • Brand history suggested intent to copy, not ignorance.
• Jacquelyn explains the emotional and financial cost of defending her intellectual property.
• Cease and desist issued; she was countersued challenging her patents, making her the defendant.
• Systemic issues: Big tech companies lobby heavily against independent inventor rights, making it harder for small, original companies to protect their IP.
• “At the end of the day, when you’re managing assets like this, it is different than just being a female founder. It becomes the lifeblood of the company ... it’s your responsibility when you own them.” —Jacquelyn [19:40]
• Going to trial drained resources, forced the company to scale down, and delayed new product launches and expansion.

Trial Outcome and Ongoing Fallout

[26:51–33:22]

• The trial concluded in 2023:
  • Shhhowercap’s design patent was upheld, but the jury found no infringement by the other brand.
  • Utility patent was voluntarily removed to narrow the case (“without prejudice,” meaning she could reassert it later if desired).
  • Outcome: Jacquelyn didn’t win damages, and the competitor continues selling their product.
• Greater lessons:
  • Legal victories don’t always translate into business wins; enforcement is often out of reach for independents.
  • Many inventors give up early, highlighting how rare Jacquelyn’s persistence is.
  • “So many inventors that I speak with don’t have the hundreds of pieces of press, don’t have the Forbes articles, don’t have the ability to have a platform for thought leadership ... I just feel like I’m uniquely poised.” —Jacquelyn [32:36]

Dupe Culture in Beauty: Harmful or Helpful?

[33:22–37:26]

• Jacquelyn is not a fan of dupe culture, especially when it crosses into IP infringement.
  • Authentic, inventive brands need time and scale to offer broader, more affordable options.
  • Dupes can lead to safety issues (e.g., bad formulations) and confusion for customers.
  • The responsibility to distinguish between legal, trend-driven products and infringing “dupes” falls on buyers, media, and industry leaders alike.
• “If you allow inventive companies to scale into the momentum that they establish, they’re the ones that have the credibility, they build the infrastructure ... to be able to serve that customer best.” —Jacquelyn [33:48]
• Calls for stronger, bipartisan policy to protect IP.

Quick-fire Round & What’s Next for Shhhowercap

[37:26–39:41]

• ‘Fuck, Marry, Kill’: Jacquelyn jokes she’d “marry ELF” for the Hailey Bieber deal.
• Best invention of the past three years: Cozy Clip, a flexible polymer claw clip invented for safety and durability.
• Product she can’t live without: Laneige Lip Sleeping Mask — “it’s an all day, everyday thing."
• What’s next: Launching a new hair care line uniquely formulated for “regulating your oil cadence,” and starting to invent new things (“this is my first baby, but certainly not my last”).

Notable Quotes & Timestamps

• “Don’t pull, swipe from other people ... do it in order to be different.” —Jacquelyn [05:31]
• “Authenticity has never been more important than it is today. ... They can feel when it’s coming from an intentional place or ... from an iterative place.” —Jacquelyn [09:55]
• “If you cannot trust your shower cap, what is the point? I don’t care how cute we make it.” —Jacquelyn [13:26]
• “At the end of the day, when you’re managing assets like this ... it’s your responsibility when you own them.” —Jacquelyn [19:40]
• “Legal victories don’t always translate into business wins; enforcement is often out of reach for independents.” —Paraphrased, [32:00]
• “If you allow inventive companies to scale into the momentum that they establish, they’re the ones that have the credibility, they build the infrastructure ... to be able to serve that customer best.” —Jacquelyn [33:48]

Important Timestamps

• [01:16] — Jacquelyn’s favorite beauty products
• [04:27] — Advice for aspiring beauty founders
• [06:53] — Innovation vs. imitation in beauty
• [11:29] — What is a design vs. utility patent?
• [17:04] — Beginning of the patent dispute saga
• [21:36] — Lawsuit and systemic patent law issues
• [26:51] — The trial, outcome, and brand consequences
• [33:22] — Jacquelyn’s take on "dupe culture"
• [37:26] — Quick-fire questions
• [38:47] — What’s next for Shhhowercap and Jacquelyn

Tone & Takeaways

The episode is frank, engaging, and informative, blending industry wisdom with personal narrative. Jacquelyn is candid about the real toll—emotional, financial, and creative—of an indie founder’s fight to protect her invention, and the hosts reinforce the urgency of these issues amid the explosion of copycat culture in beauty. At its heart, the episode calls for a more conscious beauty industry, where true innovation, authenticity, and creative labor are valued—legally and culturally.

End of Summary