TikTok star loses ‘very demure, very mindful’ trademark to someone else

TikTok star Jools Lebron, who started the now-viral phrase "very demure, very mindful", is devastated at someone else trademarking it. This has now led to her losing potentially millions of dollars. Lebron talked about it in a video on Saturday titled, "When you didn't trademark fast enough".

The "very demure, very mindful" trend is the latest to take over social media, with people making several videos using the phrase. She became an instant success as soon as it took off on different platforms. It is a sarcastic take on the idea of how people should behave at their workplace and in public.

The video has now reportedly been deleted. She said, "I wanted this to do so much for my family and provide for my transition and I just feel like I dropped the ball.”

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Notably, Lebron identifies as a trans woman. She has been looking to get gender transition surgery and had earlier said that the trend has likely made her a lot of money that she can use for it.

According to a TMZ report, the man who has copyrighted the phrase is named Jefferson Bates and is from Washington State. According to court documents, Bates plans to use the trademark for advertising and marketing purposes.

Also Read:How and why 'very demure, very mindful' became a social media trend

Other reports also say that Bates has earlier tried to acquire several trademarks linked to the Washington Commanders NFL team. There has reportedly been an appeal against one of his trademarks.

Social media users seem to have come to her support, saying that they won't buy any merchandise based on the phrase that is not making her any money. "Sorry but if my money isn’t going directly to Jools if I buy merch that says “very demure” then I’m not buying it. Jefferson Bates is such a loser for doing that to her," one of them said.

What is the 'verydemure, very mindful’ trend?

The new social media trend is not limited to TikTok and has also reached Instagram. Several Indian celebrities have been sharing pictures and videos with “very demure, very mindful” captions. Jools Lebron describes herself as a “fierce diva".

Her video talked about how shedoes her makeup and styles her hair for work, to make her look “very demure, very mindful.”

“You see how I do my makeup for work? Very demure. Very mindful,” Lebron said in the video. “I don’t come to work with a green-cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work. You see how I look very presentable? The way I came to the interview is the way I go to the job.”

She continued,“A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure. I’m very modest. I’m very mindful. You see my shirt? Only a little chee chee out, not my cho cho. Be mindful of why they hired you.”