In the ever-evolving world of social media, viral trends can turn everyday phrases into cultural phenomena overnight. But what happens when someone else decides to cash in on your catchphrase? That’s the question TikTok star Jools LeBron known for her iconic “Very Demure” catchphrase, is grappling with after a Washington man took the unexpected step of trademarking the phrase.
The Viral Phenomenon
The phrase “Very Demure” became an instant hit on TikTok earlier this year, thanks to Jools LeBron who used it in a series of hilarious videos that quickly racked up millions of views. The catchphrase, often delivered with a cheeky smile and a knowing wink, became a staple in memes, captions, and comments across the platform, solidifying her status as a TikTok sensation.
But while the phrase became a viral sensation, its creator never expected it to be the subject of a legal trademark battle.
The Trademark Drama
Last week, news broke that a Washington man had successfully trademarked “Very Demure,” effectively securing the rights to use the phrase for commercial purposes. The move caught many by surprise, including Jools who took to TikTok to express her disbelief.
In a video response that quickly gained traction, Jools didn’t hold back her emotions. “Y’all, I just found out that someone really went and trademarked ‘Very Demure,’” she said, shaking her head in disbelief. “Like, I made that up! How are you gonna trademark something that’s not even yours?”
The TikToker went on to express frustration over the situation, pointing out how difficult it can be for creators to protect their work in the fast-paced world of social media. “It’s crazy how you can create something, put it out there, and then someone else can just take it and make money off it without even asking you,” they added.
Fan Reactions and Support
Fans of [name] were quick to rally around the TikToker, flooding the comments with messages of support and outrage over the trademarking of the phrase. “This is so wrong, they need to give you your credit!” one fan wrote, while another added, “You should’ve been the one to trademark it, but it’s not too late to fight back.”
The video also sparked a wider conversation among creators about the importance of protecting their intellectual property and the challenges they face when their work goes viral.
What’s Next for “Very Demure”?
As the drama continues to unfold, Jools hasn’t ruled out taking legal action to reclaim the rights to their catchphrase. “I’m talking to some people about what I can do,” they said in a follow-up video. “I’m not just gonna let this slide.”
In the meantime, the phrase “Very Demure” continues to trend, with fans using it as a symbol of support for the TikToker. Whether [name] will be able to reclaim their catchphrase remains to be seen, but one thing is clear—the power of social media can be a double-edged sword, and creators must stay vigilant in protecting their work.
As this story develops, all eyes will be on how the TikTok community—and the legal system—responds to this unique situation. For now, the phrase “Very Demure” is a reminder that even the most playful of creations can have serious consequences in the world of intellectual property.
Jules LeBron’s Trademark Filing
According to legal documents obtained by PEOPLE, a Washington-based man submitted the trademark filing on Aug. 20.
In a now-deleted video, LeBron — who originally posted the “Demure” video on Aug. 2 — shared her grief over not filing the trademark sooner. “I wanted this to do so much for my family and support my transition, and I feel like I missed my chance,” she said.
PEOPLE reached out to LeBron for comment but did not hear back by the time of publication.
The trademark filing comes as a welcome boost for LeBron, who is coming just a week after his appearance on Jimmy Kimmel Live Late Night. RuPaul co-hosted the episode and asked LeBron how she felt about being the host. “Very calm, very attentive,” she replied as the audience cheered.
Viral Rise and Social Media Fame
Chicago-based social media creator Jules LeBron has over 2 million followers on TikTok. She gained fame for popularizing the word “demure” in a TikTok video posted in August 2024.
LeBron primarily creates content around the word, which has become a viral trend and pop culture phrase that is now widely used in everyday conversation. Before this, she primarily shared “Get Ready With Me (GRWM)” videos and makeup tutorials.
The trend started when LeBron explained the word in her August 2 video, which has now received 8.8 million views. She told viewers about “how to be demure at work,” detailing her look and saying that she uses it with mindfulness.
“You see how I come to work? Very demure,” she explained in the video. “I do my makeup, put on my wig, put on some braids, flat iron my hair… let’s not forget to be a demure diva.”
LeBron also noted that her growing fame will help her “finance the rest of my transition.” In another emotional TikTok on August 16, she expressed her gratitude.
“Everybody asks me how I’m feeling, and I’m so overwhelmed,” she said. “I’m so grateful… I just got to L.A., and I’m so overwhelmed. I had a lot to do, but I’m living my dream, bitch.”
Continued popularity and public appearances
The expression went viral thanks to TikTok creator Jules LeBron. Legal documents obtained by NBC News show that Bates has filed to trademark the phrase “Very Demure.. Very Mindful…” in Washington, but LeBron’s name is not in the application.
LeBron thanked fans for tagging and mentioning him after the filing and ended his video with “Keep it up.”
Since the viral clip, LeBron has posted several variations of the trend, maintaining his signature singing cadence, describing his look and choices as calm, mindful, and beautiful.
The Chicago-based influencer now has more than 2 million followers on TikTok and is steadily gaining popularity, attending events with makeup artist Patrick Ta and appearing on “Jimmy Kimmel Live” on Aug. 19.
During the show hosted by RuPaul Charles that night, LeBron shared what inspired his viral video.
“Well, apparently the stress of working retail affects you so much that you start to be quiet online,” she said, describing Mariano’s grocery store in Illinois as “very beautiful, very quiet.”
