'Demure' TikTok trend allegedly filed for trademark without creator Jools Le Bron's involvement

Legal documents show the phrase "Very Demure, Very Mindful" has been trademarked, but not by its creator.

A new milestone in the "Very Demure" TikTok trend has emerged as reports reveal that a trademark has been filed to capitalize on the popular phrase. 

However, the creator of the trend, Jools Lebron, did not submit the application.

According to legal documents reviewed by TMZ, an individual named Jefferson Bates filed for the trademark in Washington State. The filing covers the phrase "Very Demure, Very Mindful," which gained widespread attention thanks to Chicago-based content creator Jools Lebron. 

The application states that the trademark will be used for advertising, marketing, and promotional services.

The "Very Demure" trend took off earlier this month after Lebron posted a video on TikTok showcasing her work makeup routine. In the video, she explains, "You see how I do my makeup at work? Very demure, very mindful," emphasizing her minimalistic and professional approach to makeup.

"You see how I do my makeup at work? Very demure, very mindful," Lebron said in one of her videos. "I don't come to work with a green-cut crease. I don't look like a clown when I go to work. I don't do too much. I'm very mindful while I'm at work. See how I look very presentable? The way that I came to the interview is the way I go to the job."

Lebron's video quickly went viral, amassing over 43.1 million views, 4.2 million likes, and 19,100 comments as of the latest count. The trend gained further traction when celebrities such as Jennifer Lopez, Kim Kardashian, and Lindsay Lohan joined in, sharing their own interpretations of being "Very Demure."