NEW YORK — “Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok creator Jools Lebron is now working to trademark uses of her now-viral words.

Lebron filed to trademark “very demure very mindful” for various entertainment and advertising services, including the promotion of beauty products, last week with the U.S. Patent and Trademark Office. Two filings dated Thursday are under her legal name, a representative for Lebron confirmed to The Associated Press.

TikTok creator Jools Lebron has made filings to the U.S. Patent and Trademark Office. But the law is complicated. Here's what to know.{ai:summary}<p>TikTok creator Jools Lebron is seeking to trademark the phrase "very demure, very mindful," which has gained popularity this summer. The filings for the trademark are intended for various entertainment and advertising services, including beauty product promotions.  </p><p>Lebron's actions reflect the growing influence of social media in shaping language and branding strategies.  #culture</p>

She made ‘very demure’ go viral. Now she wants to trademark it

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