Is the ‘Very Demure’ Trademark in Crisis?

CREATOR NEWSLETTER


By now, we’ve all heard about the “very demure, very mindful” creator, Jools Lebron. The TikToker pioneered the massively viral, tongue-in-cheek signature catchphrase, hitting on a polite, cutesy, “modest” feminine diva aesthetic (a satirical antithetical to our messy, neon-green brat summer.)

Lebron’s newfound fame has landed her some high-profile gigs, like an appearance on Jimmy Kimmel Live with Rupaul, CBS’s morning show, events with makeup mogul Patrick Ta, and brand deals with companies like Lyft and Verizon. However, her success has apparently come with a hiccup: someone else is trying to steal her rightfully deserved trademark.

On August 23, TMZ broke the news that a man named Jefferson Bates applied to trademark Lebron’s viral phrase. Bates allegedly has a history of trying to claim trending phrases that he did not invent. In a now-deleted TikTok, Lebron has admitted that she felt she “dropped the ball” by not securing the trademark sooner.

But, Lebron may still be able to secure the trademark she deserves. To find out how, check out the story below. (You can also read this nifty guide on the differences between trademarks and copyrights for more context.)

Luckily, it seems like Bates doesn’t have a real case for winning the trademark. We all know who the phrase really belongs to. Plus, how can I say this demurely..? Money can’t buy class. 💅


PERSONALITIES

Is the ‘Very Demure’ Trademark in Crisis?

jools lebron in car with caption "How to be demure at work"

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