A man from Washington State, Jefferson Bates, has filed to trademark the viral phrase “very demure, very mindful.” The expression gained popularity online through TikTok creator Jools Lebron.
As per legal documents reviewed by NBC News, Bates submitted the trademark application in Washington under the phrase “Very Demure .. Very Mindful …” without including Lebron’s name in the filing.
The phrase became an internet sensation after Jools Lebron posted a TikTok video on August 2, where she showcased her workday hair and makeup routine. In the viral clip, which has amassed nearly 47 million views, she describes her look as “very demure, very mindful.”
According to NBC Since the viral video dropped, Lebron has released several other versions of the trend using a similar vocal cadence, calling her looks and choices demure, mindful and cutesy.
The Chicago-based content creator, who now has over 2 million TikTok followers, has skyrocketed to internet fame as she continues to share videos, leading her to attend events with makeup artist Patrick Ta and appear on “Jimmy Kimmel Live” Aug. 19.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
RuPaul Charles, the host of “RuPaul’s Drag Race,” was hosting the show that night and asked what was going through her mind when she recorded the now-viral video.
“Well, apparently the trauma that comes from working a retail job gets enough to you that you start saying demure on the internet,” she replied, giving a shoutout to Mariano’s, a grocery store chain in Illinois, calling it “very cutesy, very demure.”
In the same interview, Lebron described the word demure in her own words.
“I feel like demure is like a mindset. I used to be crazy and out of control, and then I found some ‘demurity,’” she said. “And along with that came success!”
On Aug. 21, Lebron shared two images on TikTok standing outside of Netflix’s headquarters, writing, “Stay tuned my divas.”
The official account for Netflix responded to the post, writing, “she is the MOMENT.”
In another video, Lebron shared the impact for popularizing the trend has had on her and her loved ones’ lives.
“My bestie has been deeply struggling with her mental health because of her living situation and thanks to demure I’m able to rent her my extra bedroom in my new apartment,” Lebron wrote over the video. “We’re leaving the hood baby, you’re safe now.”
With that said, Lebron is also sharing that she will not be able to launch merch because of the trademark but honestly she might still have a shot.
Jools LeBron, the creator who popularized “demure,” shares she’s unable to launch merch because her viral phrase was already trademarked:
“I wanted this to do so much for my family and provide for my transition and I just feel like I dropped the ball.” pic.twitter.com/FxTVHfb6Lo
— Pop Crave (@PopCrave) August 24, 2024
While we are not lawyers and cannot give her legal advice, only the application has been filed, so if Jools gets a lawyer she could Bates a run for his money.
Watch below:
@jbld_1 #stitch with @Jools Lebron The application to trademark "very demure… very mindful" DOES NOT EQUAL having a trademark on your product/idea/phrase. The process with the USPTO takes months, and a part of the application is showing usage of the item to be trademarked. Contact an attorney if you need assistance with a trademark. #attorney #lawyer #businessattorney #businesslawyer #trademarkattorney #businessformation #jools ♬ original sound – Jireh | Atty & Fashion Girly
