Jools LeBron is heartbroken after someone else trademarks the viral phrase ‘modest’

TikToker Jools Lebron burst into tears after discovering that someone else had trademarked her viral catchphrase “low key.”

On August 23, TMZ reported that a Washington man named Jefferson Bates had filed a trademark on content creator Jools Lebron's viral phrase “very low key, very mindful.”

According to court documents obtained, the trademark is intended for use in marketing, advertising and sales promotions.

In a now-deleted clip from August 24, the TikToker, who identifies as a trans woman, broke down in tears as she revealed she had high hopes of trademarking her catchphrase.

“I've invested so much time and money and I feel like I did it wrong. I feel like I didn't try hard enough,” she began. “I feel like I messed it up and now someone else has it. And I don't know what I could have done better because I didn't have the resources.”

The content creator added, “I wanted to do so much for my family and provide for my transition and I just feel like I messed it up.”

Although she deleted the TikTok video, it was reposted on Twitter/X, where many commenters expressed their frustration that Jefferson allegedly stole her line.

“Sorry but if my money doesn't go directly to Jools when I buy merch that says 'very low key' then I'm not buying it. Jefferson Bates is such a loser for doing this to her,” one person wrote.

“No, that's so unfair. She literally popularized that term,” said another. “WOW the audacity is insane. I understand it's just a word but the fact that some millionaire trademarked it is just greed,” shared a third.

In previous videos, Jools has said that her newfound fame has her traveling around the country to host events and that she plans to launch merchandise based on her viral catchphrase.