Jools Lebron, the creator of the viral TikTok trend 'very demure, very mindful,' is facing a potential loss of ownership as Jefferson Bates filed a trademark for the phrase before she could. In a now-deleted emotional video, Lebron expressed her distress over the situation, feeling she had not acted quickly enough to protect her creation, which has garnered over 49 million views. Legal experts suggest that Lebron can still contest Bates' trademark claim since U.S. law favors the first user rather than the first filer. Meanwhile, Raluca Pop has stepped in to trademark 'Very Demure Very Cutesy' with the intention of transferring it to Lebron, recognizing her as the rightful creator. The trend has gained immense popularity, even attracting attention from celebrities and brands. Lebron has stated that the success of her videos has enabled her to fund her transition surgery, further emphasizing the importance of securing her brand.