From the second the message popped up on X , it had a familiar ring . Jools Lebron, the TikTok creator who went viral just a few weeks ago for a post discussing “very demure, very mindful” work looks, was upset that, seemingly, someone had attempted to trademark her viral phrase. In a since-deleted video , Lebron lamented through tears that her future ability to sell demure-branded merchandise seemed in jeopardy.
“I wanted this to do so much for my family, provide for my transition, and I just feel like I dropped the ball,” Lebron said, adding that “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’s situation is echoed in the story of fellow Chicagoan Peaches Monroee . Back in the summer of 2014, the then-teenager posted a video on TikTok precursor Vine describing her eyebrows as “on fleek.
” Her catchphrase caught on everywhere, from Nicki Minaj lyrics to Kim Kardashian posts . #Brands like Taco Bell hopped on the trend ; Forever 21 made crop tops . Monroee, aka Kayla Lewis, reaped no rewards .
Three years after the trend went viral, she launched a GoFundMe and raised just shy of $17,000, according to the campaign’s page . Like “on fleek,” “demure” has attracted scores of admirers. Jennifer Lopez .
The White House . Kim Kardashian (again). Earthquake survivors .
The original video has nearly 50 million views, and Lebron’s follower count is now above 2 million. She appea.