Registration of the viral TikTok phrase ‘Very Demure’ is requested

According to TMZ, an individual named Jefferson Bates has filed an application in Washington state to trademark the phrase “Very Demure, Very Mindful,” which has gained popularity thanks to Chicago content creator Jools Lebron. Surprisingly, Lebron is not involved in this trademark application.

The legal filing suggests that the trademark is seeking to apply for services related to advertising, marketing, and promotion. The “Very Demure” trend took off on TikTok earlier this month when LeBron began sharing videos showing his routine for getting ready for work.

“See how I put on makeup for work? Very Demure,” Lebron comments in one of his viral videos. “I don’t come to work looking like a clown. I stay sober. I’m conscious of how I look while I’m at work. See how presentable I am? The way I went to the interview is the same way I show up every day.”

At the time of writing, the video had accumulated more than 43.1 million views, 4.2 million likes and 19,100 comments. The trend was further consolidated when figures such as Jennifer Lopez, Kim Kardashian and Lindsay Lohan joined the phenomenon by sharing their own interpretations of what it means to be “Very Demure.”

The Korean rice mask that is a hit on TikTok.