Creator who popularized ‘very demure’ didn’t trademark her catchphrase
As many people continue to teach themselves how to be “very demure,” a surprise trademark application has sparked a frenzy over the legal rights to the viral phrase that captivated TikTok.
As many people continue to teach themselves how to be “very demure,” a surprise trademark application has sparked a frenzy over the legal rights to the viral phrase that captivated TikTok.
Jools Lebron, who has 2 million followers on TikTok, is credited for starting the online craze over the “very mindful” and “very cutesy” lingo. But two other people filed for trademarks before Lebron could, according to legal documents obtained by NBC News.
More than 173,000 TikTok posts have used the word “demure” in the last seven days, according to analytics from the platform. The trend burgeoned after Lebron went viral this month for her videos explaining how to be “very demure” at work, “very mindful” while waiting to board a plane and “very cutesy” during a night out on vacation. The phrases have been inundating social media to email inboxes as brands and celebrities hop on the trend.
Last week, a man named Jefferson Bates, who does not appear to be a TikTok creator or have any connection to Lebron, filed an application in Washington to trademark the expression, “Very Demure .. Very Mindful ...”
Bates did not immediately respond to requests for comment. He is also listed as the owner of several other active trademarks, including “Lets Ride — Jefferson A. Bates,” “Broncos Country Lets Ride — Jefferson A. Bates” and “#HTTC,” according to the U.S. Patent and Trademark Office website.
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