This is not very demure OR very mindful. Definitely not very cutesy.
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LifestyleTranscript
00:00You see how I do my makeup for work?
00:02Very demure, very mindful.
00:04If you can't stop hearing the phrase,
00:05very demure, very mindful,
00:07you've got one TikToker to thank.
00:09But just as the trend's originator
00:11tried to cash in on her big moment,
00:13a random stranger swooped in
00:14and snatched up her opportunity.
00:16I just feel like I dropped the ball.
00:20TikTok creator Jules LeBron
00:22seemed to become an overnight sensation
00:24earlier in August,
00:25after posting a series of videos
00:27on how to be demure.
00:28You see how I walk to the airport?
00:30Very demure.
00:31I don't do a lot like these other girls.
00:34You see how I enjoy the drag show?
00:37Very demure.
00:38Her phrase, very demure,
00:39very mindful, very cutesy,
00:41instantly became a meme
00:43among Jules' two million TikTok followers,
00:45who shared her quirky words of wisdom
00:47all across social media.
00:49While the phrase isn't particularly original,
00:51Jules' satirical take pokes fun
00:53at appropriate feminine and polite behavior.
00:55Her unique delivery and commitment to the bit
00:57had users giggling,
00:59and the trend's flexibility
01:00made it easy for others to jump on the bandwagon.
01:02Do you see how I eat this sub?
01:04Very demure, very mindful.
01:07Do you notice how I'm walking to the dispensary?
01:09Very demure.
01:10Do you see how I did Chloe's makeup?
01:12Very 90s, very sultry,
01:15very thoughtful, very demure.
01:17Just days after Jules' phrase
01:19became a sensation on TikTok,
01:20it spread to news headlines
01:22and brand marketing emails,
01:23even reaching celebrities like Lindsay Lohan
01:25and Jamie Lee Curtis,
01:27who posted a behind-the-scenes clip
01:28while filming the new sequel
01:30to their 2003 movie, Freaky Friday.
01:32Straight hair, very demure.
01:35Wearing a seatbelt, very mindful.
01:38The massive success around very demure
01:41overwhelmed Jules,
01:42who received an outpouring of love,
01:44support, and encouragement
01:46from netizens far and wide.
01:47Jules, a transgender Latina from Chicago,
01:50has been building her TikTok presence for years,
01:52sharing makeup tips and comedic takes
01:54working in customer service.
01:56Prior to her viral breakthrough,
01:57Jules would frequently share her ups and downs
02:00as a restaurant server and a gas station cashier
02:02with her devoted audience.
02:03Fans have shared their genuine delight for Jules
02:06and her achievements,
02:07especially once she revealed
02:08that the money she's earning from going viral
02:10will finance the rest of her transition.
02:12In a recent update,
02:13she told her followers
02:14that she's using her first big check
02:15to move herself and her best friend out of the hood.
02:17But then, tragedy struck
02:19in the form of a trademark application.
02:21Jules posted an emotional update
02:23in which she revealed a man named Jefferson Bates
02:25from Washington State
02:26had filed a trademark on the phrase
02:28before Jules could.
02:29Admitting she knew nothing of trademark laws,
02:31a defeated Jules cried about halting the release
02:34of her very demure products and branding,
02:36fearing her success was over
02:37just as quickly as it had begun.
02:39Like, I've just invested so much money and time into this,
02:43and I feel like I did it wrong.
02:44Like, I feel like I didn't try hard enough.
02:48When news of Jefferson Bates' trademark filing
02:50hit the internet,
02:51people were devastated for Jules
02:53and disappointed that an opportunistic stranger
02:55would try to take what she clearly deserved.
02:57But luckily, a trademark attorney caught wind of the story
03:00and posted a TikTok explaining
03:01that Jules still has a chance to trademark her phrase.
03:04The person who uses the trademark first gets priority,
03:07even if somebody else applied first.
03:09Jules' TikTok is very clear
03:11that she has been using very demure, very mindful.
03:14While the fate of very demure, very mindful
03:17will be decided by the trademark courts,
03:19Jules is taking advantage of her moment.
03:21From appearing on TV to a slew of brand partnerships
03:24with companies like Netflix and Verizon.
03:26And in a world where anyone can become rich and famous
03:28for a silly viral moment,
03:30it's refreshing to root for a social media star
03:32who deserves their success.
03:34Jules, how am I doing so far?
03:37Very demure, very mindful.