In 2011, at the age of 53, a high-profile figure launched an ambitious skincare venture called Melania Marks, incorporating the luxury of caviar into its range of products. This exclusive line, which featured facial lotions, exfoliators, and cleansers enriched with caviar sourced from the south of France, promised unparalleled skincare benefits.
The initiative was backed by a five-year partnership with New Sunshine, a beauty firm co-owned by billionaires John Menard and Stephen Hilbert. Despite the initial buzz and the impressive lineup of products, the business endeavor mysteriously fizzled out shortly after its introduction, as reported by Daily Mail.
The sudden disappearance of the brand raised questions, especially when attempts to visit the brand’s website redirected visitors to the Trump Organization’s page. The person behind the brand addressed the confusion with a clarifying post on X, formerly known as Twitter, shedding light on the hurdles the venture faced.
She wrote, “The website in question was created in 2012 and has been removed because it does not accurately reflect my current business and professional interests.” However, the reality was far from it. According to a lawsuit filed by Melania against the New Sunshine revealed the beauty firm failed to “promote” her skincare line.Â
Despite substantial promotional efforts, including leveraging her website, engaging in interviews, and featuring on the TV show Celebrity Apprentice to tout the benefits of caviar as a hydrating and anti-aging ingredient, the venture did not take off as expected. The situation escalated when it was revealed that there was a failure to fulfill contractual obligations, leading to a legal dispute.
The entrepreneur sued New Sunshine, claiming the firm had not only breached the contract by failing to market the skincare line adequately but also owed her $750,000 in agreed-upon payments, causing significant damage to the brand.
The legal battle culminated in a favorable ruling for the plaintiff in an Indianapolis federal court. The judge affirmed the validity of the contract and the breach by New Sunshine. As part of the lawsuit, a staggering $50 million was sought, highlighting the extensive marketing efforts undertaken for the product line that ultimately never reached store shelves as planned.
Michel Cohen, the special counsel to Trump at the time, emphasized the court’s recognition of the contract’s enforceability and pointed out the deliberate interference by John Menard’s Merchant Capital, which had a significant investment in New Sunshine, in the performance of the licensing agreement.
Years later, in 2021, the entrepreneur made a notable return to the public eye with a new venture in the digital art space through Non-Fungible Tokens (NFTs). This new project was presented as a fusion of her artistic passions and her commitment to children’s welfare through her “Be Best” initiative. She expressed pride in this new digital endeavor, seeing it as a continuation of her efforts to make a positive impact, as covered by Fox Business.
