‘Very demure, very mindful’ content creator hit with opportunistic trademark

You might have seen the phrase “very demure, very mindful” trending on social media in the last week or so, and if you are having difficulty attributing it to a person, we’ll make it easy for you: it’s Jools LeBron.

Despite coining the iconic phrase, LeBron was seen under visible stress in a since-deleted TikTok video, where she revealed the phrase has been trademarked by someone else. As a result, LeBron’s future plans to provide for her family and finance her transition, as a transgender woman, have been ruined. LeBron had made the phrase popular through a TikTok, where she relates it with people acting in a certain way at work or in public, in a satirical manner.

While LeBron didn’t reveal the identity of the person who has trademarked the phrase, a TMZ report has revealed that the person who has potentially deprived her of making a ton of money from it is Jefferson Bates. A resident of Washington State, Bates has purchased the trademark with the intention of advertising, promoting, and marketing products based on it. Not much is available about Bates on the internet, except for the information that he was keen to register trademarks associated with the Washington Commanders NFL team.

LeBron, mainly known for her makeup-related content on TikTok, went viral earlier in August when she posted a selfie video, asking the app users to notice how she did her makeup while getting ready for work. The tone was completely satirical, and the video went viral on various social media sites, with accounts like Penn Badgley and comic strip character Snoopy acknowledging it.

Before her unprecedented fame, Jools LeBron had revealed on her TikTok that she is a cashier who takes time out to work on her social media content during her breaks. She was extremely elated to share that she was traveling across the globe for events after going viral and would be going forward with her full transition. However, it appears that she will unfortunately halt her plans unless a legal breakthrough in the matter helps her claim the trademark.