TikTok Creator Jools Lebron Seeks to Trademark Viral Phrase “Very Demure, Very Mindful”

TikTok creator Jools Lebron is making headlines as she works to trademark her viral phrase “very demure, very mindful.” The phrase has taken the internet by storm this summer, with Lebron now seeking to secure rights for various entertainment and advertising services, including the promotion of beauty products.

Lebron’s trademark filings are still pending, but the move comes after several others attempted to register demure-related trademarks in an apparent effort to capitalize on the success of her phrases. This has sparked a discussion about the complexities of trademarking viral moments and the challenges content creators face in protecting and monetizing their work.

Experts emphasize the importance of being first to trademark a phrase and having the resources to see the process through. They note that historically, young women of color have often seen their viral trends appropriated by others with more resources, potentially missing out on the financial benefits.

Lebron’s legal team could potentially fight off rival filings or negotiate with other applicants to strengthen her own trademark. The process could take up to a year, but in the meantime, Lebron is free to use the phrase as she wishes and could start selling merchandise.

While anyone can put the phrase on a t-shirt for ornamental use, true trademark rights come into play when the phrase is used as a brand identifier. Lebron’s journey to trademark “very demure, very mindful” highlights the challenges and opportunities content creators face in protecting their work in the digital age.