“Very Demure, Very Mindful”: TikTok Creator Jools Lebron Is Fighting To Trademark Her Viral Phrase
Chicago-based TikTok star Jools Lebron, known for her “very demure,” “very mindful,” and “very cutesy” lingo that has taken social media by storm, is now facing a trademark battle.
Others have rushed to trademark variations of her viral catchphrases before she could, but the Puerto Rican creator recently reassured fans that the matter is being “handled.”
A not-so demure Trademark Battle
Lebron was a store cashier before her sudden rise to internet fame. Shortly after her phrases went viral, several individuals filed trademark applications for variations of “very demure.”
Jefferson Bates applied for “Very Demure .. Very Mindful ..” on August 20 for advertising and promotional services, followed by Kassandra Pop, who sought “very demure very cutesy” on August 24 for similar purposes.
Almondia White filed for “always demure and very mindful” on August 27 for use on clothing, including headbands and skullcaps. Most recently, Julian Rosa filed a trademark on August 29 for advertising and marketing services.
Read: TikTok Is Adding New Video-Crediting Features – It Comes Almost A Year After Black TikTok Creators Went On Strike
Lebron shared her frustration in a now-deleted TikTok video, expressing that she felt like she “dropped the ball” and “didn’t try hard enough” to secure the legal rights to her catchphrases.
“We got it handled”
Kassandra Pop, also known as Raluca Pop, said she filed her trademark application to help Lebron. Pop, who founded the social media app Hive Social, told NBC News, “Lebron is the one that created it and popularized [the phrase]. Like, she should be the one to reap the benefits.”
Pop added that she reached out to Lebron and said she is in the process of transferring ownership of the trademark to her.
Lebron has not provided comment to confirm whether this is the case.
Still, last week, Lebron posted an update on TikTok, implying that the trademark matter was being resolved: “We got it handled, and I’m gonna leave it at that. Mama got a team now.” She didn’t provide further details.
Challenges of Trademark Law
Trademark law prioritizes who uses a phrase first in commerce or applies for registration, not who popularized it.
According to Alexandra J. Roberts, a law professor at the University of New Hampshire, “Intellectual property laws are structured to privilege and protect some forms of innovation, commerce, and art over others—and those forms of knowing and creating tend to be predominantly white and male.”
The US Patent and Trademark Office (USPTO) will review each trademark application, which can take six to nine months. If approved, the applicants must demonstrate their use of the trademark in commerce within three years.
Roberts notes that fewer than half of intent-to-use trademark applications eventually turn into registered marks, and the odds are even lower for viral phrases.
Image credit: Jools Lebron/ Instagram
