How ‘very demure’ became a lifestyle movement and a legal fight

Unless you’ve been living under a rock, you’ve probably heard the term ‘very demure, very mindful, very cutesy’.

Chances are you’ve heard it, seen a couple (or thousands) of videos on it on TikTok or other social platforms, and might even have made your own very demure and very mindful video.

But are you aware of all the drama surrounding the phrase ‘very demure, very mindful’? Don’t worry; as always, we’ll quickly catch you up with the latest hot topics.

Here’s what you missed

It quickly went viral, with many users across TikTok using the sound and doing ‘classy’ things they consider to be ‘very demure, very mindful’. Essentially, according to TikTok, demure and mindful come down to classy and modest.

What does “demure” even mean?

Demure is one of those beautiful words in the English vocabulary that isn’t used as often as it ought to be.

It all started with the video of Lebron's makeup for work and how it was ‘Very demure. Very mindful.’ The TikToker is popular on the platform for her large Bratz doll collection along with her range of hair and makeup looks she chooses to share online.

When she started the ‘very demure, very mindful’ trend on TikTok, her platform grew exponentially. She gathered so much attention that she was invited to TV programs and shows as a guest.

The trouble comes with her trying to patent the phrase. Someone before her saw that it was gaining popularity and had already tried to patent it.

Big deals for Lebron

Ever since the 38-second video Lebron posted, which generated over 51 million views, there has been a lot of attention coming her way. Lebron identifies as a transgender woman and has expressed that the funds made from the content will go towards helping her complete her transition.

Her being in the spotlight has also led to many celeb shoutouts and brand deal offers. She was even interviewed on CBS Mornings, which is quite the recognition. But as we so often see, there had to be some rain on her parade. Lebron is in a court battle over trademark rights and the violation thereof for the term ‘very demure, very mindful’.

Court battles – not cutesy

While Lebron may get the credit for starting the ‘very demure, very mindful’ trend, another content creator, Selyna Brillaire, believes that Lebron ‘stole’ the phrase from her content. In a video posted on 11 August, she addressed the popular phrase by saying she was the first to use it back in 2020 and 2021.

Her now deleted video addresses the ‘demure’ trend in which she says that there are many videos she’s seen where other creators have stolen her ideas and just regurgitated and rearranged their content to make it seem original. Other users have slammed Selyna, stating she isn’t ‘very demure.’

According to sources, a man from Washington State applied for the trademark on August 20th for advertising, marketing, and promotional services. The application is officially listed as ‘Awaiting Examination’.

The reality is that many creators don’t see the potential their content holds when they first post it. However, others who see it quickly sense the potential and rush to get the commercial benefit that is bound to follow. According to intellectual property lawyer Alesha Dominique, you may get caught in a situation where you try to tie a catchphrase, term, goods, or service to you without having knowledge of those who have legitimate rights.

According to Dominique, influencers tend to get caught behind bad-faith filings. That being said, these bad faith filings can be punishable by fines, imprisonment or even both.

Other creators have run into the same issues, including the ‘Hawk Tuah’ girl, more commonly known as Hailey Welch.

She also states that it complicates things when a catchphrase takes off like that, but it is not yet tied to any goods or services.
Lebron has, however, already applied for a trademark for the use of ‘advertising and marketing services, namely, promoting the goods and services of others’, which lists hair products and makeup, among other items.

Taking it to court

Jools Lebron has tried to trademark the viral ‘very demure, very mindful’ trend. But it seems things have become quite complicated.

The reality is that for many TikTok creators, this is the type of break they are waiting for. Going viral can be incredibly lucrative, giving creators a chance to capitalise on their work. Those who try to go through the trademark approval processes experience quite a lengthy process, which can often go on longer than the trends they are fighting for.

On the other hand, we could ask ourselves whether or not lawsuits and court battles over a trend are worth it. Especially considering it’s all supposed to be very fun, cutesy, and lighthearted.