“Demure” TikTok creator Jools Lebron in trademark dispute over viral slogan

The content creator behind TikTok's “low-key” trend finds himself embroiled in a trademark dispute over the viral catchphrase.

Jools LeBron, who caused a sensation with a satirical clip about why women should present themselves conservatively in the workplace and recommended that employees opt for a “reserved” and “mindful” look, was overtaken by a man from Washington and had her slogan protected as a trademark.

LeBron's “low-key” trend had earned her sponsored content from brands like Netflix and Verizon. The beauty influencer, who identifies as a transgender woman, had even earned enough money from the success of her videos to fund her gender reassignment surgery.

However, in a now-deleted video, LeBron revealed that she “didn’t register a trademark fast enough” withTMZ A man in Washington state named Jedderson Bates reportedly filed a trademark for “very low key…very observant” following LeBron’s viral moment.

“I wanted to do so much for my family and take care of my transition,” Lebron said in the post. “I just feel like I messed it up.”

The Independent has reached out to LeBron's representative for comment but was unable to connect with Bates.

If Bates' request is successful, LeBron will not be allowed to use the catchphrase on official merchandise or in sponsored content in Washington unless she secures a federal trademark.

Elsewhere, Raluca Pop, founder of social media platform Hive Social, said: NBC News She had applied in California to wear “very low-key, very cute” clothing to show her support for LeBron.

“When I saw this other guy trying to snatch it from under her nose, I realized he hadn't trademarked the rest of her sentence, 'very cute,'” Pop said.

“So I did it instead,” she added, explaining that she plans to transfer the brand to LeBron so that she “can be the one who reaps the benefits.”

The “low key” trend has exploded on TikTok in recent weeks, with over 86,200 videos now using audio from LeBron's original post to create their own content.

“A lot of you girls go to the interview looking like Marge Simpson, and you go to work looking like Patty and Selma,” LeBron says in the short video that made her famous.

“Not demure. I'm very modest. I'm very careful. See my shirt? Just a little chee chee out, not my cho cho. Remember why they hired you.”

“Here's your reality check, diva,” she added. “What name should I put on it then?”

Thanks to LeBron, internet users around the world have expanded the meaning of the word by putting it in entirely new contexts, such as eating donuts or shopping for groceries.

She now has 2.1 million TikTok followers and over 100 million likes for the videos on her profile.