If you’ve been active on social media lately, the phrases “demure and mindful” might have caught your attention.

These terms gained massive popularity through TikTok creator Jools Lebron, who now has over 2 million followers and 113 million likes. In several videos, Lebron has shared how her viral success changed her life, allowing her to partner with various businesses, achieve financial independence, and support her gender-affirming transition.

However, what the internet deems as not very “demure or mindful” is applying for a trademark on a phrase made popular by Lebron without her consent.

In a recently deleted TikTok, Lebron expressed her distress upon learning that Jefferson A. Bates had trademarked the phrase without her being informed, filing the application with the United States Patent and Trademark Office (USPTO). She felt she missed the opportunity to protect it herself.

“I’ve put so much time and money into this, and I feel like I did it wrong,” she tearfully shared in the video. “I feel like I didn’t exert enough effort. I envisioned this being a big help for my family and my transition, and now I feel like I let it slip away.”

Her fans rallied around her, expressing that Bates’ actions were distasteful since he did not mention Lebron in his trademark application.

“I won’t buy any merch with ‘very demure’ unless the profits support Jools. Jefferson Bates is a total loser for doing this!” commented one user beneath a repost of her video on X (formerly Twitter).

“Count me out of buying merch from anyone who’s not you, love,” added another user, while someone else commented, “I hope Jools can contest this trademark! They deserve to profit from their own creation!”

The online community’s stance: “not very demure or mindful”

Bates filed the trademark application on August 20, targeting the phrase “Very demure.. very mindful” for use in marketing and promotional services. Currently, the application is active and pending.

A graphic attached to the trademark illustrates how the phrase would appear on products: “Very Demure .. Very Mindful ..”

Fortunately for many concerned internet users, trademark lawyers shared insights into the process, indicating that Lebron likely has a solid case to contest the filing.

A TikTok creator named Ashley Nkadi (@Bellewoods) explained that it usually takes over a year for a trademark to be approved, if successful at all. For the registration to favor Bates, he would need to demonstrate that he is actively using the phrase for sales or advertising.

She also clarified that Lebron might have precedence in claiming the trademark due to the “first use” rule, as her numerous videos showcase her use of the phrase in marketing, establishing that she utilized it prior to Bates’ application.

Bates’ past trademark controversies

As news of Bates’ application spread, social media users pointed out that he has been involved in other contentious trademark filings.

The USPTO records associated with Bates show he has submitted at least seven other applications, with four marked as “dead” or “abandoned” and three still active and pending.

Several of his applications relate to the phrases “Let’s Ride,” “Go Broncos Let’s Ride,” and “Broncos County Let’s Ride,” associated with NFL quarterback Russell Wilson. Out of these, three applications are abandoned, while two are currently pending.

Additionally, there are two applications for “Take Command” and “#HTTC,” both linked to the NFL’s Washington Commanders team.

The filing for #HTTC, a slogan related to the team, was opposed by NFL legal representatives in April, and it seems the dispute is ongoing as of August.

YSL News has reached out for comments from both Bates and Lebron’s representatives.