Jools Lebron, original viral 'demure' creator, may miss out on trademark

Jools Lebron is the creator responsible for the "very demure" trend that has been sweeping across social media over the past weeks. A recent update revealed that she may never be able to capitalize financially on trademarking the phrase -- because someone else has already filed it.

According to PEOPLE, Lebron admitted in a now-deleted TikTok video how devastating the news of the trademark filing was. "I wanted this to do so much for my family and provide for my transition," she said, "and I just feel like I dropped the ball."

Shortly after the "very demure" trend went extremely viral, the creator revealed that the resulting money might be able to pay for the rest of her transition, which she previously could not afford.

Trademarking "very demure, very mindful" could have brought in a lot of money for Lebron, who has good reasons to want financial help and stability. The person who filed the trademark, according to PEOPLE, did so specifically for "advertising, marketing and promotional services," which means if granted, they could use the phrase to earn money -- and Lebron legally couldn't.

Thankfully, there are several reasons to hope that Lebron wins in this situation. Not only is a trademark application not guaranteed to be granted, but it's also possible that Lebron could have rights over the trademark over the other individual because she used the phrase first.

People always judge Taylor Swift's team for filing trademarks for her brand, but there's a reason for it. If you don't proactively make moves to protect the things you create -- even unintentionally -- someone else may try to legally make money off of it, and you might not be able to stop them.

Hopefully there is a positive outcome to this story, and that Lebron gets what she has earned.