ieExplains: How the TikToker behind the 'very demure, very mindful' trend lost out

Creator failed to file a trademark for the phrase on time and someone else got there before her, meaning she will not be able to use the phrase commercially

TikTok creator Jools Lebron on Jimmy Kimmel Live, with talk show personality Guillermo Rodriguez. 

You never know what is going to go viral online and that was certainly the case with creator Jools Lebron whose TikTok video — where she coined the phrase “very demure, very mindful” — spread rapidly across the platform.

A viral TikTok video can land a creator with a nice payday from the platform, but there are always business opportunities offline as well. However, Ms Lebron did not act quickly enough and someone else filed a trademark for “very demure, very mindful”.