THE words “very demure, very mindful” are inescapable on TikTok at the moment.
But who is the person who filed the copyright claim for the viral “demure” trend and what has transgender content creator Jools Lebron said about?
Not much is known about Jefferson Bates, the man who filed the trademark for the “very demure, very mindful trend.
Interestingly, Jefferson is not thought to be the person who first started the viral TikTok trend.
Jefferson’s connection to the TikTok trend or its creator is unknown.
TMZ reported on August 23, 2024 that a copyright claim for “very demure, very mindful” had been made.
The claim said it had been made for advertising, marketing, and promotional services.
The trend’s creator lives in Chicago, but Jefferson filed the copyright claim in Washington State.
The TikTok sensation was first started by a content creator named Jools Lebron.
In the now famous video, Jools discussed how she dresses for work.
She said: “You see how I do my makeup at work? Very demure, very mindful.”
That video had over 43.1 million views and 4.2 million likes.
Celebrities like Kim Kardashian and Lindsey Lohan have joined in on the trend too.
Jools appeared on CBS Mornings to explain what her viral catchphrase means.
She said: “Your demure is what it means to you.
“It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.”
As with all TikTok trends, though, the meaning of the phrase continues to expand.
TIKTOK is a social app that allows users to make short videos. With thousands of trending topics everyday this TikTok dictionary will help make navigating the app easier.
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