"Demure and mindful" TikTok creator faces trademark controversy

The phrases "demure and mindful" have skyrocketed in popularity across social media, thanks to TikTok creator Jools Lebron. With over 2 million followers and 113 million likes on TikTok, Lebron's viral clip has transformed her life, enabling her to collaborate with businesses and fund her gender-affirming care.

However, Lebron recently discovered that someone else had filed a trademark for her popular phrase. In a now-deleted TikTok, she expressed her distress upon learning that Jefferson A. Bates had registered the trademark with the United States Patent and Trademark Office (USPTO) without her knowledge.

"I’ve just invested so much money and time into this and I feel like I did it wrong," Lebron said tearfully. "I feel like I didn’t try hard enough... I just feel like I dropped the ball."

Fans were outraged. One commenter on X (formerly Twitter) said, "Sorry but if my money isn’t going directly to jools if I buy merch that says 'very demure' then I’m not buying it. Jefferson Bates is such a loser for doing that to her."

The trademark application, filed on Aug. 20 by Jefferson A. Bates, seeks to use the phrase "Very demure..very mindful" for advertising and promotional services. It is currently listed as pending.

Trademark lawyers, like Ashley Nkadi (@Bellewoods on TikTok), reassured Lebron's fans that she has a strong case. Nkadi explained that Lebron's prior use of the phrase gives her priority consideration for the trademark.

Bates has a history of controversial trademark filings. Matching his name and location, filings on the USPTO database show seven other applications, including phrases associated with the Denver Broncos and the Washington Commanders.

USA TODAY has reached out to representatives for both Bates and Lebron.

For more details, see the original application on the USPTO database.