Not ‘Very Demure:’ TikTok Creator Faces Legal Battle Over Catchphrase

The internet has not been “Very Mindful, Very Demure” to Jools Lebron, a popular TikTok creator with over 2 million followers facing a legal battle over the viral catchphrase “Very Demure, Very Mindful.” The viral catchphrase had already secured Lebron many partnerships with brands like Verizon and Netflix and mentions from celebrities.

In a deleted TikTok video, Lebron revealed that she “didn’t trademark fast enough.”

TMZ reported that Jefferson Bates, from Washington State, applied to trademark the phrase “Very Demure, very Mindful” in an apparent attempt to cash in on Lebron’s success. This action can potentially block Lebron from using the phrase in Washington.

Raluca Pop, founder of Hive Social, stepped in to support Lebron by applying for the trademark “Very Demure, very cutesy” in California. Pop stated she intends to transfer this trademark to Lebron: “Once I saw that this other guy tried to steal it out from under her, I realised that he didn’t trademark the remainder of her phrase, “very cutesy…” And that’s why I went and did it; instead… she should be the one to reap the benefits,” Pop reported to NBC.

Trademark experts believe Lebron has a strong chance of opposing Bates’ application and securing her own rights. 

Lebron’s situation highlights the broader issue of content creators facing challenges in protecting their original work once it goes viral.