TikTok Creator’s ‘Very Demure’ Trademark Issue Resolved: ‘Handled!’

The viral “demure” trend, which had celebs like Khloe Kardashian and brands such as Dunkin' claiming to be “very demure, very mindful,” recently faced a bit of a challenge.

TikToker Jools Lebron’s viral video showcasing her “demure” makeup and wardrobe choices sparked a marketing frenzy as brands rushed to adopt the “demure” theme. The video, posted on August 5, featured Lebron’s elegant eyeliner and face-framing braids and has since garnered millions of views.

Merriam-Webster defines "demure" as "reserved or modest." For the internet and Lebron, however, it’s about interpreting “what it means to you.” For some, being “demure” means avoiding flashy makeup; for others, it’s about maintaining grace and sophistication.

“Demurity is my purity,” Lebron stated during an appearance on Jimmy Kimmel Live!, guest-hosted by RuPaul.

The trend encountered a potential setback when Jefferson Bates filed to trademark the phrase “Very Demure .. Very Mindful ..” according to NBC News. This move raised concerns for Lebron, who had been collaborating with brands like Patrick Ta Beauty and Verizon. She expressed her worries in a now-deleted video, saying, “I’ve just invested so much money and time into this, and I feel like I did it wrong. Like, I feel like I didn’t try hard enough.”

Fortunately, the situation has a promising resolution. On August 24, Raluca Pop filed for the trademark of “very demure very cutesy” with the United States Patent and Trademark Office.

The application has been accepted but is still under review. Pop, the founder of Hive Social, told NBC News she filed to safeguard Lebron’s phrase and plans to transfer the trademark to her, ensuring “she can reap the benefits.”

“Once I saw that this other guy tried to steal it out from under her, I realized that he didn’t trademark the remainder of her phrase, ‘very cutesy.’ And that’s when I went and I did it, instead,” Pop explained.

In a TikTok update on August 27, Lebron confirmed the trademark trouble was sorted. “We got it handled,” she said. “Momma got a team now.”

Many people rushed to the comments to share their support for Jools Lebron. Fellow influencer Tana Mongeau chimed in saying, “YES YES YES I WAS ABOUT TO RETAIN MY LAWYERS FOR U. Many brands from Zillow, NYX Professional Makeup, to RITZ Crackers comments in support of Lebron. “It’s what YOU deserve diva [nail polish emoji] Congrats boo [kissy face emoji],” said FashionNovaCurve.

Lebron, who went from a local grocery store cashier to a social media sensation, shared that the success of the “demure” trend has funded her gender transition and helped her best friend escape an unhealthy situation.