“Jools Lebron is in a situation that is not exactly demure.”

The inventor of TikTok, who rose to prominence after popularizing the term “very demure, very mindful” on the social media site, disclosed in a post that has since been removed that the statement had been registered as a trademark by another individual.

This information comes from court records that were acquired by PEOPLE. The application for the trademark was made on August 20 by a person headquartered in Washington.

The first “demure” video was released by LeBron James on August 2, and she has since erased it. In the video, she expresses her regret that she did not make an effort to “trademark fast enough.” She continues by saying, “I wanted this to do so much for my family and provide for my transition and I just feel like I dropped the ball.”

People have attempted to get a reaction from Lebron, but they have not received a response as of the time this article was published.

The submission of the trademark comes following a flurry of increasing exposure for Lebron, and it comes one week after the TikToker made her debut on Jimmy Kimmel Live, which occurred during the late night hours. RuPaul, who was serving as a guest co-host for the program, inquired about Lebron’s performance as a host. In response, she responded with a response that was both appropriate and appropriate: “Very demure, very mindful,” as the crowd roared.

Continue reading to find out more about Jools Lebron and the turmoil surrounding her trademark petition.

Jools Lebron is a social media creator located in Chicago who has more than two million followers on the platform TikTok. It was in August of 2024 that the influencer uploaded a video on the platform that brought the term “demure” to the forefront of the public consciousness.

The majority of the TikTok content that Lebron posted in the past consisted of “Get Ready With Me (GRWM)” videos and makeup tutorials. This is despite the fact that Lebron primarily creates content that capitalizes on the word, which has become a viral social media trend and a pop culture phenomenon that is used by many people in everyday conversation today.

What caused Jools Lebron’s song “demure” to become so popular?

The demure trend started when Lebron tweeted a TikTok video on August 2 that included a breakdown of the word. To this day, the video has had 8.8 million views. The maker of the video provides her fans with an explanation of “how to be demure at work,” in which she breaks down her outfit for the day and describes how she is “very mindful” about getting dressed.

“Are you able to see how I go to work? She said in the video clip, “Very subdued.” “I comb my hair, I lay down my wig, and I do a little braid,” she said. To style my hair, I use a flat iron. Let’s not forget to act like modest divas, shall we?

Since the first video was published, she has posted a number of more TikToks that are comparable to the one that she released about being subdued while at work. These cover topics such as “how to board the plane in a demure and respectful way,” “how to do your makeup demure for a family night out” in addition to being “how to be demure in Vegas.”

What kind of opinions does Jools Lebron have on the ‘demure’ trend?

Lebron has spoken up about the trend that has gone viral and the good ways that it has changed her life since it began. This is in addition to the fact that she has uploaded movies on TikTok that use demure in a variety of settings.

On August 14, Lebron, who identifies as transgender, posted a TikTok video in which she urged her fans to “make the video” because “TikTok changed my life.” “Perhaps you ought to begin producing the videos,” she said. mostly due to the fact that I used to work as a cashier and create movies during my breaks, and now I am traveling all over the nation to organize events.

As a consequence of her meteoric rise to prominence, Lebron also said that she would be able to “finance the rest of my transition.” An further TikTok film that was uploaded on August 16th had the creator expressing her gratitude via an emotional video footage.
“Everyone’s asking me how I feel about what’s going on and I’m just so overwhelmed,” Lebron said to reporters. When I think about how appreciative I am, it’s almost as if I’ve just arrived in Los Angeles, and I’m just so overwhelmed. I arrived here with a lot of things that needed to be done. On the other hand, I’m living my f—— dream, you fool.

‘Very demure’ was registered as a trademark by who?

According to court records that were acquired by PEOPLE, Jefferson A. Bates submitted a trademark application for the term “very demure, very mindful” on August 20. It was in Washington that he submitted the request, and the application does not include Lebron, who is credited with popularizing the term.

In the TikTok video that has since been removed, Lebron spoke out about the trademark controversy. She expressed her sadness as she said that the situation would hinder her from launching items. This problem with the merchandise is truly driving me crazy… I have just put a lot of time and money into this, and as I look back, I realize that I may have made a mistake.

As the inventor proceeded in the video, “I feel like I didn’t try hard enough,” she told the audience. “I wanted this to do so much for my family and provide for my transition and I just feel like I dropped the ball.”

Since the filing of the trademark has not yet been completed as of August 26, supporters have taken to social media to express their support for LeBron James, and users who are experienced with the legal topic are offering their guidance on how the process of trademarking will be carried out.

“Hello! This is a publicist. ‘First used’ is the most common basis for trademarks, as opposed to ‘first filed.’ Jools has the ability to contest this file and win, and I am hoping that a lawyer will take on this matter without charging. The response that Tenille Clarke posted on X (which was originally known as Twitter) in response to Lebron’s TikTok was, “She deserves the rewards of this trend!”

The trademark filing requests that Bates has submitted are for the purpose of “advertising, marketing, and promotional services,” as stated in the court filings. Nevertheless, according to the United States Patent and Trademark Office, “submitting an application to register your trademark does not guarantee that it will be registered.”