TikTok creator Jools Lebron is seeking to trademark her viral phrase 'very demure, very mindful', which has become popular on social media since she introduced it in August to describe her hair and makeup. The trademark filings, aimed at securing rights for various entertainment and advertising services, come in response to others attempting to register similar phrases, causing concern among Lebron's fans. Lebron, a transgender woman, has shared that her newfound fame has financially supported her transition. While her trademark requests are pending, the situation highlights the challenges content creators face in protecting their intellectual property and monetizing viral trends. Legal experts emphasize the necessity of a commercial connection for trademark eligibility in the U.S., complicating the process for those in the social media space. This ongoing saga reflects the evolving landscape of digital fame and its implications for creators.