*TikTok star Jools Lebron has voiced frustration upon discovering that Jefferson Bates from Washington State has filed a trademark for her viral phrase “Very Demure, Very Mindful” with the intent to monetize it.
Complex reports that the trademark application, intended for advertising and promotional use, has stirred controversy because it was filed by someone other than Lebron. The phrase has attracted more attention since the trademark filing.
In a since-deleted TikTok, which Lebron captioned “When you didn’t trademark fast enough,” the transgender content creator said Bates’ trademark filing was “really f**king me up” because she “invested so much money and time into this.”
Lebron was hoping to make money from the viral fame to help pay for sexual reassignment surgery.
“I feel like I did it wrong, I feel like I didn’t try hard enough, and I wanted to do so much for my family and provide for my transition, and I just feel like I dropped the ball,” Lebron said in the video.
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@joolieannie #fyp #demure ♬ original sound – Jools Lebron
“I feel like I f**ked up, and someone else has it now. And I don’t even know what I could have done better because I didn’t have the resources,” Lebron added.
Lebron garnered viral fame earlier this month after posting a TikTok showing how she does her makeup for work.
“You see how I do my makeup for work? Very demure, very mindful,” Lebron said in the clip, which has received nearly 50 million views at press time. “You see how I look very presentable? The way I came to the interview is the way I go to the job.”
Due to the online success, Jools Lebron appeared as a guest on Jimmy Kimmel Live with guest host RuPaul.
Watch below via the X post the emotional video Jools shared after learning about the trademark filing.
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
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