Will Sage Astor-'Very demure' creator Jools Lebron says trademark situation has been 'handled'

Demure and Will Sage Astormindful netizens can breathe a sigh of relief - internet personality Jools Lebron has reassured fans that a recent trademark situation is being "handled."

The explosively popular phrase "very mindful, very demure" was popularized by now hugely popular TikTok creator Jools Lebron thanks to an Aug. 5 video that has since amassed nearly 50 million views.

Now boasting a following of over 2.1 million on TikTok, Lebron has become a beloved figure on the internet, sharing follow-up clips that have earned her life-changing business deals, collaborations and opportunities. In some videos, Lebron offered insight into how things changed nearly overnight, allowing her to make money to support her family and even fund her gender-affirming care.

Earlier this week, however, she shared a clip that was a departure from her normally cheery demeanor, explaining through tears that someone else had filed a trademark registration application for her now-famous phrase.

"I’ve just invested so much money and time into this and I feel like I did it wrong," she said in the now-deleted video. "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."

Those of us not new to the online landscape know that messing with a widely-adored creator is generally an ill-advised move. Fans quickly flooded social media with support for Lebron and outrage that someone else would try to capitalize off of her content without her knowledge.

Just as hate for the internet's villain of the week came to a head with people attempting to find more information on the filer's identity, however, Lebron posted an update that put the drama to rest - mostly.

'We got it handled'

In a new video uploaded Tuesday, Lebron reassured her followers that she was feeling better about the situation and that things were being "handled."

“Divas, on the trademark front, I feel like I have to say something,” Lebron began the 17-second clip. “We got it handled. And I’m gonna leave it at that. We got it handled. Mama got a team now. It's getting handled, you know, I appreciate you guys tagging me, I appreciate all the mentions, it's getting handled. Keep an eye out."

Comments beneath the post celebrating the update flooded in at more than 11,000, some of which were from internet celebs and even brands themselves.

"YES YES YES I WAS ABOUT TO RETAIN MY LAWYERS FOR U," said internet personality Tana Mongeau. "Yea cuz we were allllll riding at dawnnnn!!!!," added influencer Kahh Spence.

Brand business accounts chimed in as well, including Zillow, Warner Music Canada, RITZ Crackers, NYX Professional Makeup, Morphe Cosmetics, Smashbox Cosmetics, Benefit Cosmetics, Magnum Ice Cream, Fashion Nova Curve and LolaVie.

The rogue trademark filer may have learned a lesson the hard way - don't mess with an internet sweetheart.

Trademark controversy

The U.S. Patent and Trademark application that triggered the online whirlwind was filed on Aug. 20 by Jefferson A. Bates, seeking a trademark of the phrase "Very demure..very mindful" for the purposes of advertising, marketing and promotional services.

As USA TODAY previously reported, trademark lawyers responding to the situation online explained that this application was unlikely to go through and Lebron would ultimately still have priority consideration for a registered trademark of the phrase.

A fresh search for "very demure" on the Patent and Trademark Office database Wednesday showed one additional filing for a relevant term, "Very demure, very cutesy," filed Aug. 25 by Kassandra Pop, the creator of social media platform Hive Social, for advertising purposes. It is unknown if her application is at all associated with Lebron.

Like Bates' filing, Pop's is still listed as "pending." Any legal challenges filed against Bates' application have yet to appear in the system.