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The Guardian - US
The Guardian - US
Technology
Alaina Demopoulos

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

Jools Lebron TikTok Washington D.C. Netflix
A woman smiles on a live television set
Jools Lebron appears on Jimmy Kimmel Live! on 19 August 2024 after her ‘very demure, very mindful’ catchphrase went viral on TikTok. Photograph: Randy Holmes/AP

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.

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