Not very demure: TikTok creator faces a legal battle over her own catchphrase

A man in Washington state has trademarked the phrase – but all isn’t lost for Jools LeBron, legal experts say

The creator behind TikTok’s “demure” catchphrase has become more mindful of US trademark law.

Jools Lebron, an influencer with over 2 million followers on the app, became an overnight sensation after advising on how to be “demure”, “mindful” and “cutesy” at work and in life. The trend picked up steam, with brands like Verizon and Netflix working with Lebron on sponsored content, and celebrities such as Jennifer Lopez, Olivia Rodrigo and Gillian Anderson using the phrase in their own videos.