Last month saw a viral meme trend dominating feeds and conversations – very mindful, very demure. The woman behind the origin of the same was beauty influencer Jools Lebron. She had posted a 40-second TikTok video showcasing her professional makeup look, describing herself as “very demure, very mindful”. Soon, the clip gained traction, propelling the words into the spotlight. Given the frequent use of these words on various occasions and events, the creator has now decided to trademark the same.
The Tik Tok creator filed a trademark for “very demure, very mindful” last week, as confirmed by a representative for Lebron to The Associated Press. He reported that two filings are under her legal name. Notably, Lebron trademark ‘demure’ for several entertainment and advertising services while also restricting its usage for the promotion of beauty products.
As social media’s love for “very demure” content began, Lebron kept going with more terms like “mindful” and “cutesy”, garnering love from fans and celebrities. As the meme spread like a wildfire, many started joining the bandwagon to create their own playful takes while making videos about day-to-day life.
In case you don’t know, popular influencers and content creators make money through their collaborations and other avenues like direct brand sponsorships and viewer donations after becoming popular among Internet users. Just like others, Lebron, who is a transgender woman, decided to capitalise the viral moment to finance most of her spending.
The beauty influencer, while speaking to CBS Mornings a few weeks back, opened up about the inspiration behind her popular demure video. She told the portal, “Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.”
Working as a cashier, she never imagined being so popular and that her videos would reach millions. Further highlighting how the “demure” theme began as a reference to another video, she added, “I was like, let’s go very natural. Let’s not do too much. So then I was like, I don’t show up to the first day with a green cut crease. I don’t show up looking like a clown, but I was really referencing how I had shown up at another job.”
FYI, trademarks help secure rights to maintain a particular business. As of now, Jools Lebron’s trademark filings are pending and it may take a while before the final determination.
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