‘Demure’ TikTok creator Jools Lebron in trademark battle over the viral catchphrase

Jools Lebron, the creator of TikTok’s viral "demure" trend, lost the opportunity to trademark her catchphrase "very demure... very mindful" to a man named Jedderson Bates from Washington. Lebron, a transgender beauty influencer who gained fame and financial success from her satirical content, expressed regret over not securing the trademark sooner. Another influencer, Raluca Pop, filed for a similar phrase to support Lebron, planning to transfer the trademark to her. The trend has since exploded on TikTok with over 86,200 videos using Lebron’s original audio.