Tik Tok creator and influencer popularized ‘very demure’ trend but forgot to trademark her catchphrase. ‘Very Demure, Very Mindful’ has become the latest vocabulary defining the summer at the internet.
Jools Lebron is a social media creator who is working to trademark the use of her recent-viral words.
Lebron has filed to trademark the phrase, ‘very demure very mindful’ for various entertainment and advertising services, including the promotion of beauty products, last week with the US Patent and Trademark Office.
Considerably, two filing dates have been sanctioned under her legal name, which is a representative for Lebron. Social media’s love for the content is rose constantly in August, when Lebron took to Tik-Tok to describe the hair and makeup she was wearing to her work.
Her delivery took off and she kept going with ‘mindful’ and ‘cutesy’ flooding the internet as scores of fans, including big name celebrities, that shared their own playful takes to describe just about the details of day-to-day life.
The content creators can make meaningful income after gaining social media fame through avenues like direct brand sponsorships and viewer donations.
Lebron is a transgender woman, her viral moment allowed her to finance the rest of her transition. Trademark can help secure rights to maintain some certain business down the road.
Lebron’s own trademark filings are still pending, before there’s a final determination. The move is particularly notable after several other individuals with no known connection to Lebron separately tried to register demure-related trademarks in an apparent effort to capitalize on the success of those phrases, that is much to dismay of Lebron’s fans.
The saga doesn’t finish here, it has spotlighted the complex process of filing the trademarks that capture a viral moment and the battle that social media content creators face to both get credit and find protections to monetize off the trends they popularize.
In past few weeks, Lebron said she was working as a cashier before it got viral on internet, they partnered with the brands such as Kombucha, Verizon and Lyft.
Lebron also appeared on the famous talk show “Jimmy Kimmel Live!” last week. She said that the explosion of popularity around the trend enabled her to fund the rest of her gender transition, as well as help her best friend get out of a living situation that was deteriorating her mental health.
Platforms like Tik-Tok and X has made it easier than ever for people to achieve overnight fame, whether as creators (such as Brittany Broski with her viral Kombucha moment) or through pure accident (as Alex from target). But the sudden attention from fans and brands can be disorienting for some to adjust.
Lebron is a Chicago based resident and said that she didn’t have the resources to navigate her newfound fame. She expressed, “I have just invested so much money and time into this and I feel like I did it wrong. I feel like I didn’t try hard enough.” Her tears rolled down as she speaks.