Jools Lebron: Heartbroken After Someone Else Trademarks Viral ‘Demure’ Phrase

Jools Lebron, the popular TikToker, was overwhelmed with emotion after discovering that her viral catchphrase ‘demure’ had been trademarked by someone else.

On August 23, TMZ reported that a man named Jefferson Bates from Washington has filed for a trademark on the popular catchphrase, “very demure, very mindful,”created by content creator Jools Lebron.

Based on the obtained court documents, the trademark is intended to be utilized for marketing, advertising, and promotion purposes.

The TikToker, who identifies as a transwoman, shared in a now-deleted clip on August 24 that she had high hopes of trademarking her catchphrase, which led her to break down in tears.

“I am feeling disappointed because I have put a significant amount of money and time into this and now I believe I may have made a mistake. It seems as though I did not put in enough effort and now someone else has taken advantage of the opportunity. I am unsure of what I could have done differently as I did not have access to the necessary resources.”

Jools LeBron, the creator who popularized “demure,” shares she’s unable to launch merch because her viral phrase was already trademarked:”I wanted this to do so much for my family and provide for my transition and I just feel like I dropped the ball.” pic.twitter.com/FxTVHfb6Lo

— Pop Crave (@PopCrave) August 24, 2024

The content creator expressed, “My intention was for this to greatly benefit my family and support my transition, but I feel like I failed to follow through.”

Despite deleting the TikTok video, it has resurfaced on Twitter/X, with numerous commenters expressing their frustration towards Jefferson for supposedly taking credit for her phrase.

One person expressed that they would not purchase merchandise with the phrase “very demure”unless the money went directly to Jools. They also criticized Jefferson Bates for profiting off of her.

“Wow, this is incredibly unfair. She single-handedly made this term popular,” one person expressed. “The audacity is unbelievable. I understand it’s just a word, but the fact that a millionaire has trademarked it is incredibly greedy,” another person commented.

Jools mentioned in earlier videos that her sudden rise to fame has resulted in her traveling nationwide to host events, and she had intentions to release merchandise featuring her popular catchphrase.