She made ‘very demure’ go viral. Now she wants to trademark its use

TikTok creator Jools Lebron, known for popularizing the phrase “very demure, very mindful,” has filed to trademark the viral expression for entertainment and advertising purposes. Her phrase gained traction in early August 2024 when she used it to describe her hair and makeup on TikTok. The trend exploded as users, including celebrities, shared their own takes on the phrase.

Lebron’s move to trademark the phrase comes amid other individuals filing similar claims in an effort to capitalize on its popularity. While her filing is still pending, trademarks can protect content creators by securing rights to a phrase associated with a business or product.

The trademark process could take months, but Lebron’s filing highlights the challenges content creators face in monetizing viral trends, especially for creators from marginalized groups who have historically seen their work appropriated by others with more resources.

Source: AP News