Kim Kardashian is reality TV royalty who has earned millions from off-screen business ventures including a makeup line, clothing range and video game. But the selfie queen's desire to help fans achieve the perfectly lit snap with the LuMee case may have got her into some hot water.
The 36-year-old star has been hit with a $100m (£75m) lawsuit from Hooshmand Harooni and SnapLight on 31 July. It accuses Kardashian's company Kimsaprincess Inc and retailer Urban Outfitters of copying the idea for the LED illuminated phone accessory.
In court documents obtained by TMZ, Harooni claims that he patented an "integrated lighting accessory and case for a mobile phone device" in 2013. He adds that he licensed the product to San Marcos-based company SnapLight.
Kardashian, who is worth an estimated $150m, regularly uses her social media accounts to endorse the LuMee case − for which she receives a cut of the profits.
Harooni believes that as a result of her celebrity promotion, Snaplight's profits have suffered. Snaplight's founder Bardia Rahim adds that LuMee "created doubt in our technological and operational integrity" by launching the product.
"It's illegal to try and monopolise the market, but more than that, it's un-American to do it when you're being deceptive and unethical the entire time," Rahim added.
However, Kardashian's team slammed the allegations filed in a Los Angeles federal court, insisting that the lawsuit has "no merit" and questioned Harrooni's motives for bringing the legal action.
"The patent lawsuit filed by Snaplight has no merit and is just another attempted shakedown. Kim has done absolutely nothing wrong," a representative said in a statement.
"LuMee is an innovator of illuminated cell phone cases and was the first to market. Between its patents, copyrights and trademarks, LuMee has developed substantial intellectual property rights surrounding its product line. LuMee is currently asserting patent infringement against Snaplight in the District of Delaware (Case No. 16-cv-1029)."
The suit comes amid Kardashian's ongoing legal wrangling with Danish makeup artist Kirsten Kjaer Weis, who claims that Kanye West's wife's recently unveiled KKW Beauty line ripped off her organic cosmetics brand.
In the suit, Weis describes the infringement as "knowing, willing and deliberate" and is now seeking help from the courts to block the mother-of-two from using her own 'KKW' initials, demanding profits earned since the line was unveiled on 21 June as well as undisclosed damages.
Kardashian's team told TMZ that she went through vigorous checks and they are confident there is no infringement.