TikTok star Jools Lebron was visibly emotional after learning that her popular catchphrase, “Very Demure, Very Mindful,” had been trademarked by someone else. The trend, which gained significant traction earlier this month, was intended to be trademarked by Lebron herself. However, Jefferson Bates, a man from Washington, filed for the trademark instead, leaving Lebron devastated.
The viral trend began when Jools Lebron, a Chicago-based content creator, posted a series of videos showcasing her workday routine. In these clips, she coined the phrase “Very Demure, Very Mindful” to describe her understated approach to her makeup and presentation at work. The catchphrase quickly gained popularity, amassing millions of views and even being picked up by celebrities like Jennifer Lopez, Kim Kardashian, and Lindsay Lohan.
However, on August 23, TMZ reported that Jefferson Bates had officially filed for the trademark of Lebron’s catchphrase. The trademark application, according to court documents, is intended for use in marketing, advertising, and promotional services. Speculation initially swirled that the filing might have been made by Lebron herself, as her legal name is not publicly known. However, TMZ’s report confirmed that Bates provided an address in Washing ton State and a phone number linked to Nevada, distancing him from Lebron, who resides in Chicago.
Lebron responded to the news in a now-deleted TikTok video posted on August 24, where she tearfully expressed her frustration and disappointment. The TikToker, who identifies as a trans woman, revealed that she had been planning to trademark the phrase herself but felt she had missed her chance.
“I’ve invested so much money and time into this, and I feel like I did it wrong. I didn’t try hard enough,” she tearfully admitted in the video. “I feel like I messed up, and someone else has it now. I don’t know what I could’ve done better because I didn’t have the resources.”
Jools Lebron further explained that her goal was to use the success of the catchphrase to support her family and fund her transition. “I wanted this to do so much for my family and provide for my transition, and I just feel like I dropped the ball,” she shared.
Although she deleted the video, it has since been reposted on X (formerly Twitter), where users rallied behind her, expressing their frustration and support. Many called out Jefferson Bates for filing the trademark, accusing him of taking advantage of Lebron’s viral moment.
One user wrote, “Sorry, but if my money isn’t going directly to Jools when I buy merch that says ‘Very Demure,’ I’m not buying it. Jefferson Bates is such a loser for doing that to her.” Another echoed the sentiment, saying, “She literally popularized this term. It’s so unfair.”
The “Very Demure, Very Mindful” trend captivated TikTok earlier this month when Lebron posted videos detailing her approach to makeup and work attire. In one of the videos, she explained her philosophy: “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. See how I look very presentable? The way that I came to the interview is the way I go to the job.”
The video quickly amassed over 43 million views and gained even more visibility as celebrities joined in on the trend, highlighting the importance of subtlety and mindfulness in their daily routines.
As the fallout from the trademark filing continues, it remains to be seen what next steps Jools Lebron will take. For now, her fans and supporters are standing by her, hoping that she will find a way to reclaim her signature phrase and continue to build on the success she has achieved through her creativity and authenticity.