The craze around the "Very Demure" trend has hit a new high after reports got out that a trademark has been submitted to monetize the phrase.
According to legal documents obtained by TMZ, a person named Jefferson Bates filed documents in Washington State to trademark the phrase "Very Demure, Very Mindful," made popular by Chicago-based content creator Jools Lebron. Lebron was not the one to file.
The legal documents also stated that the trademark application is being submitted to use the phrase for advertising, marketing, and promotional services. The "Very Demure" trend started on TikTok earlier this month thanks to Jools LeBron's posts of her showing how she gets ready for work.
"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."
As of press time, LeBron's video had brought in over 43.1 million views, 4.2 million likes, and 19,100 comments. The craze picked up even more when celebrities such as Jennifer Lopez, Kim Kardashian, and Lindsay Lohan joined the fun and shared their own posts about being "Very Demure."