She made ‘very demure’ go viral. Now she wants to trademark its use

AP Business Writer

NEW YORK (AP) — “Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok creator Jools Lebron is now working to trademark uses of her now-viral words. Lebron filed to trademark “very demure very mindful” for various entertainment and advertising services last week with the U.S. Patent and Trademark Office. Two filings are under her legal name, a representative for Lebron confirmed. The filings are still pending applications — so no trademark is final at this point, and it could be a while before anything is set in stone. But the move is particularly notable after several other individuals separately tried to register demure-related trademarks in an apparent effort to capitalize on the success of “demure,” causing outrage among Lebron’s fans.