The social media sensation who coined the popular term “very demure, very conscious” is fighting back after several people tried to trademark her phrase.
Chicago-based content creator Jools Lebron became an overnight sensation in early August when she posted a video of herself showing her followers how they should present themselves in an office environment.
In a now-iconic tone, she described her appearance as “very demure” and “very conscious,” inspiring countless people around the world to use the phrase in their own posts, videos, and comments.
But after someone filed a trademark for the phrase “very demure… very conscious…” on August 20, Jools posted a now-deleted TikTok sobbing over the development because it effectively killed any chance she had of selling merchandise featuring the phrase she coined in the first place.
But now, she says she has the situation “handled” in a much more… Optimistic videoclaiming that she has a team that is presumably helping her with trademark issues.
“Divas, as far as the branding thing goes, I feel like I have to say something. We’ve already sorted it out and I’ll leave it at that,” she said. “Mom has a team now.”
In a much more upbeat video, Jools Lebron, pictured, said he had “handled” the trademark situation.
A person named Jefferson Bates had attempted to trademark the phrase before Julian Rosa also filed the same paperwork for ‘VERY DEMURE VERY MINDFUL’ just over a week later on August 29.
The other known competitors for the rights to the coveted four words are two women who used slight variations of the phrase in their applications to the U.S. Patent and Trademark Office.
A woman named Kassandra Pop applied for the “very modest, very cutesy” title for advertising services on August 24, and Almondia White applied for the “always modest and very conscious” title for hats and clothing on August 27.
“This merchandise situation is really screwing me over,” she said through tears in her original update.
I just invested a lot of money and time into this and I feel like I did it wrong.
Jools, who now has more than two million followers, was even asked to appear on Jimmy Kimmel Live.
As of September 5, there are no trademark applications filed under the name Jools Lebron.
The rising star, who is transgender, has said she hopes to use any profits she makes from selling merchandise to “do a lot for her family” and “facilitate her transition.”
Since her initial video was released, which now has over 51 million views, many celebrities have used her sound in their own TikToks, including Jennifer Lopez, Olivia Rodrigo, RuPaul and Penn Badgely.
Jools, who now has more than two million followers, was even asked to appear on Jimmy Kimmel Live.
“I think modesty is like a mindset. I used to be crazy and out of control, and then I found some ‘modesty,'” she explained during her visit to the show. “And along with that came success.”
Jools also hinted that she had struck a deal with Netflix, as she shared a snap of herself standing outside the streaming service’s offices on TikTok.
After Jools shared his dismay over the trademark controversy, people flooded X, formerly Twitter, with support.
“I’m sorry but if my money isn’t going directly to Jools (for the merchandise) then I won’t be buying it. Jefferson Bates is a complete loser for doing that to him,” one person lamented.
“I’m about to boycott any merchandise I see that has the word ‘Demure’ on it as the proceeds won’t be going to Jools,” another person announced.
Since Jools does not appear to have registered a trademark yet, at least under his own name (trademarks can be registered under company names), it is unclear exactly how he will proceed.
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