The TikTok star who popularized the viral trend “very demure, very conscious” broke down in tears as she revealed that someone else registered the phrase before her.
Chicago-based content creator Jools LeBron became an overnight sensation earlier this month after posting a video showing off her makeup before work, describing her look as “very demure” and “very conscious.”
The video quickly took over the internet, garnering over 47 million views in just a few weeks, turning Jools into a bona fide star and sparking a massive social media frenzy that saw people around the world using the term in their own posts, videos and comments.
Amidst his massive success, Jools has now revealed that he was planning to make products with his words written on them.
But unfortunately, she said she would no longer be able to do so because a stranger had already rushed to register a trademark for the term she had selected.
The TikTok star who popularized the viral “very demure, very conscious” sound broke down in tears as she revealed that someone else trademarked the phrase before she could.
In a now-deleted TikTok that was shared over the weekend, Jools sobbed as he explained that he had “invested a lot of money and time” in the merchandise, only to have his plans shattered.
The rising star, who is transgender, said she hoped to use any winnings she made to “do a lot for her family” and “facilitate her transition.”
“This whole merchandise situation is really screwing me,” she said, sobbing. “I’ve invested so much money and time into this and I feel like I did it wrong.”
“I feel like I didn’t try hard enough. I wanted to do a lot for my family and ease my transition, but I feel like I messed up. I feel like I screwed up and now it’s someone else’s turn.”
Jools added that he “didn’t know what I could have done better” because he “didn’t have the resources” to register a trademark.
“I’m sitting in bed feeling really bad about all this,” she said.
According to legal documents reviewed by the Today According to the program, a man named Jefferson Bates, from Washington, applied for the trademark earlier this month.
“See how I put my makeup on for work? Very modest, very conscious,” Jools said in the original video, which was posted on August 2, while sitting in her car.
Chicago-based Jools LeBron became an overnight sensation earlier this month after he posted a video showing off his makeup and described his look as “demure” and “conscious.”
‘I don’t come to work with a green haircut. I don’t look like a clown when I go to work.
“I don’t do too much, I’m very conscious when I work. See how presentable I look?”
Since the video was released, many celebrities have used its 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 photo of herself standing outside the streaming service’s offices on TikTok last week.
The star (recently seen on Jimmy Kimmel Live), who is transgender, said she hoped to use any winnings she made to “do a lot for her family” and “make her transition easier.”
After Jools shared his dismay over the trademark controversy, people flooded X, formerly Twitter, with support.
“Stay tuned my divas,” she captioned the post.
“She’s the moment,” Netflix responded in the comments section.
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.
“Oh Jefferson Bates, we’re gonna get you,” another user added.
“No, this is so unfair. She literally popularized this term,” a fourth tweet read.
A fifth said: “What a bad person is the one who steals someone else’s slogan and registers it as a trademark.”
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