Author of “very demure, very mindful” catchphrase seeks federal trademark [Video]

“Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok content creator Jools Lebron is working to trademark uses of her now-viral words.

Lebron filed to trademark “very demure very mindful” for various entertainment and advertising services, including the promotion of beauty products, last week with the U.S. Patent and Trademark Office. Two filings dated Thursday are under her legal name, a representative for Lebron confirmed to The Associated Press.

Social media’s love for “very demure” content started in early August, when Lebron took to TikTok to describe the hair and makeup she was wearing to work. Her delivery took off and she kept going, with “mindful” and “cutesy” flooding the internet as scores of fans, including big name celebrities, shared their own playful takes to describe just about any detail of day-to-day life.

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