Robbie Williams sets his sights on rival with a lifestyle brand… called Hopeium

Is Robbie set to become the new Gwynnie? Former Take That star Robbie Williams has set tongues wagging after trademarking a range of products including cosmetics, clothes and accessories under the brand name Hopeium.

The 48-year-old singer, who has been dogged in the past by weight, drug and booze problems, has applied to the Intellectual Property Office for the rights to use the word in the UK and America.

The name – a combination of ‘hope’ and ‘opium’ – means ‘clinging to unreasonable or unfounded hopes’ in urban slang.

Like Hollywood star Gwyneth Paltrow, 49, who launched her lifestyle brand Goop in 2008, Williams is expected to sell aromatherapy oils, perfume, face oils…