In a swirl of creativity and entrepreneurial spirit, the phrase “very demure, very mindful” has captured the hearts (and TikTok feeds) of users everywhere this summer. Originating from the TikTok creator Jools Lebron, this catchy mantra took off after Lebron shared a light-hearted description of her hair and makeup. Now, as the phrase gains momentum in the digital sphere, Lebron is embarking on an ambitious journey to secure trademark rights for her now-iconic expression.
In an official statement confirming her legal actions, representatives for Lebron noted that she filed with the U.S. Patent and Trademark Office to trademark “very demure very mindful” for a variety of entertainment and advertising services, including beauty product promotions. This move is reflective of the growing phenomenon where social media influencers leverage their viral fame into tangible business ventures, and for Lebron—who is a transgender woman—it’s particularly poignant as it could provide crucial financial support as she continues her transition.
The term “very demure” quickly became a catchphrase symbolizing a certain aesthetic, sparking a flood of user-generated content as both fans and celebrities embraced the playful nature of the phrase. Yet, as with many trending terms in the digital age, the pursuit of trademark protections has revealed a complicated legal landscape.
Identifying a viral phrase as a trademark isn’t as straightforward as it may seem. Experts explain that in order to secure a trademark in the U.S., there must be a commercial connection, meaning the phrase must be tied to the sale of specific goods or services. Alexandra J. Roberts, a law and media professor, emphasizes that trademarks act as “source indicators,” helping consumers identify who is behind a product. This point becomes critically important when considering competing trademark applications, as several individuals, seemingly without connection to Lebron, have also rushed to apply for demure-related trademarks, igniting concern among her supporters.
“The entire reason for trademarks is to prevent consumer confusion,” noted Casey Fiesler, an information science professor. With rivals potentially attempting to capitalize on her viral success, the community surrounding Lebron is rallying behind her cause, hoping she secures her rightful place as the creator of this cultural moment.
It’s essential to distinguish between copyright and trademark in this context. Copyright primarily protects unique expressions of ideas, such as TikTok videos, but typically does not extend to short phrases—which is where trademark protections come into play. With the complexities of the law making it possible for multiple entities to use similar phrases in various contexts, the stakes are high for creators like Lebron.
Trademarks are just one piece of the intricate puzzle of protecting creative works online. Recent years have seen a rising tide of concern over social media appropriation, where trends popularized by marginalized voices often get seized by those with more resources. Roberts highlights the troubling narrative of creators—particularly young women of color—who have seen their terms and trends co-opted by individuals who can navigate the trademark system more easily.
As Lebron navigates the labyrinth of trademark applications, her status as a viral sensation grants her certain advantages. While she may be fourth in line for trademark consideration among live applications, some competing filings may ultimately withdraw in her favor. Legal options for Lebron include negotiating with other applicants and asserting her rights to contest any potential confusion among consumers.
Though the trademark process can be lengthy—stretching anywhere from six months to over a year—this development showcases a critical moment in the evolving conversation around intellectual property and online creativity. Fans are joyfully echoing Lebron’s words in their own content, yet at the same time, they are acutely aware of the legal battles that could challenge her ownership.
For now, Lebron can promote her newly coined phrase and leverage her fame in merchandise, navigating the thin line between ornamental usage and brand establishment. As this saga unfolds, the world watches with bated breath, drawn in by the eccentric charm of “very demure, very mindful” and the dramatic intersection of social media stardom and trademark law.
Ultimately, Lebron’s quest for a trademark is more than just a legal process; it’s a testament to the resilience and creativity of online creators in a world where their work can sometimes feel ephemeral. With her journey, she not only champions her own rights but also the rights of countless other creators striving to carve out their own niches in this rapidly changing digital landscape.
