“Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok creator Jools Lebron is working to trademark uses of her now-viral words. Lebron filed to trademark “very demure very mindful” for various entertainment and advertising services, including the promotion of beauty products, last week with the U.
S. Patent and Trademark Office. Two filings dated Thursday are under her legal name, a representative for Lebron confirmed to The Associated Press.
Social media's love for “very demure” content started in early August, when Lebron took to TikTok to describe the hair and makeup she was wearing to work. Her delivery took off and she kept going, with “mindful” and “cutesy" flooding the internet as scores of fans, including big name celebrities, shared their own playful takes to describe just about any detail of day-to-day life. (Also read: After hwak tuah, 'very demure, very mindful' trend takes over social media- all you need to know) Content creators can make meaningful income after gaining social media fame through avenues like direct brand sponsorships and viewer donations.
And for Lebron, who is a transgender woman, her viral moment allowed her to finance the rest of her transition. Trademarks, on the other hand, can help secure rights to maintain certain business down the road. Lebron's own trademark filings are still pending, and it could be a while before there's a final determination.
But the move is particul.