'Very demure, very mindful' TikTok creator Jools Lebron sobs as she reveals trademark setback

The TikTok star who popularized the viral 'very demure, very mindful' trend broke down in tears as she revealed someone else trademarked the phrase before she could.

Chicago-based content creator Jools LeBron became an overnight sensation earlier this month after she posted a video showing off her makeup before work and described the look as 'very demure' and 'very mindful.'

The video quickly took over the internet, gaining more than 47 million views in just weeks, turning Jools into a bonafide star, and sparking a massive social media craze that saw people from all across the globe using the term in their own posts, videos, and comments.

Amid her massive success, Jools has now revealed that she was planning to make merchandise with her words written on them.

But unfortunately, she said she won't be able to anymore because a stranger had already rushed to file a trademark for the term she had curated.

The TikTok star who popularized the viral 'very demure, very mindful' sound broke down in tears as she revealed someone else trademarked the phrase before she could

In a now-deleted TikTok shared over the weekend, Jools sobbed as she explained that she had 'invested so much money and time' into the merch, only for her plans to be shattered.

The budding star, who is transgender, said she was hoping to use any profit that she made off it to 'do so much for her family' and 'provide for her transition.'

'This merch situation is really f**king me up,' she said through her cries. 'I've just invested so much money and time into this and I feel like I did it wrong.

'I feel like I didn't try hard enough. I wanted this to do so much for my family and provide for my transition and I just feel like I dropped the ball. I feel like I f**ked up and somebody else has it now.'

Jools added that she 'didn't know what she could have done better' because she 'didn't have the resources' to file a trademark. 

'I'm just sitting in bed feeling so f**king bad about all of this,' she stated.

According to legal documents reviewed by the Today show, a man named Jefferson Bates, from Washington, filed for the trademark earlier this month.

'You see how I do my makeup for work? Very demure, very mindful,' Jools said in the original video, which was posted on August 2, as she sat in her car.

Chicago-based Jools LeBron became an overnight sensation earlier this month, after she posted a video showing off her makeup and described the look as 'demure' and 'mindful'

'I don't come to work with a green cut crease. I don't look like a clown when I go to work.

'I don't do too much, I'm very mindful when I'm work. See how I look very presentable?'

Since the video took off, many celebrities have used her sound in TikToks of their own, including Jennifer Lopez, Olivia Rodrigo, RuPaul, and Penn Badgely.

Jools, who now has over two million followers, was even asked to appear on Jimmy Kimmel Live. 

'I feel like demure is like a mindset. I used to be crazy and out of control, and then I found some "demurity,"' she explained during her visit to the show. 'And along with that came success.'

Jools also hinted that she had landed a deal with Netflix - as she shared a snap of herself standing outside the streaming service's offices to TikTok last week.

The star (seen on Jimmy Kimmel Live recently), who is transgender, said she was hoping to use any profit that she made off it to 'do so much for her family' and 'provide for her transition'

After Jools shared her dismay about the trademark controversy, people flooded X, formerly Twitter, with support

'Stay tuned my divas,' she captioned it. 

'She is the moment,' Netflix replied in the comment section.

After Jools shared her dismay about the trademark controversy, people flooded X, formerly Twitter, with support.

'Sorry but if my money isn’t going directly to Jools [for the merch] then I’m not buying it. Jefferson Bates is such a loser for doing that to her,' one person scathed.

'About to boycott any merch I see with “Demure” on it since the proceeds aren’t going to Jools,' someone else announced.

'Oh Jefferson bates we gonna catch you,' another user added.

'Nah this is so unfair. She literally popularized this term,' a fourth tweet read. 

A fifth said, 'What an evil person to steal someone else’s catchphrase and trademark it.'