Jools Lebron isn't the only one filing to trademark the phrase.
Nope, this phrase is not going anywhere: ‘Very Demure, Very Mindful’ might be here to stay. At least, the handful of people trying to trademark it hope to make sure it does.
Jools Lebron, the TikTok creator responsible for making the phrase go viral, filed to trademark the phrase on August 29, 2024 with the U.S. Patent and Trademark Office. As it turns out, however, Lebron was a little late to the punch—three others, who seemingly have little to no connection to the phrase, filed to trademark it before she did.
Since the phrase was not initially tied to a good or service when it went viral, the water for trademarking it is a little murky.
According to Axios, Lebron intends to trademark the phrase for “promoting the goods and services of others” as they relate to the hair and beauty industries. It’s possible that the other individuals who filed to trademark the phrase did so as “bad-faith filings,” which can be punishable through fines or, in the most extreme cases of fraud, even imprisonment.
“Very demure, very mindful” is only one of many viral catchphrases and terms, however, that people have sought to capitalize on.
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