Jools Lebron, a trans influencer who skyrocketed to fame on TikTok with her advice on being “demure,” “mindful,” and “cutesy,” faces a significant legal battle over her own catchphrase. Lebron, who has accumulated over 2.1 million followers and nearly 50 million views on her videos, is now entangled in a trademark dispute with Jefferson Bates and Raluca Pop in California.
Lebron’s viral success has caught the attention of major brands like Netflix and Verizon, as well as celebrities such as Jennifer Lopez, Olivia Rodrigo, and Gillian Anderson. The buzz around her videos has drastically changed her life, enabling her to finance her transition. However, the excitement took a downturn when Bates filed a $1 billion trademark application for her phrase, “very demure, very mindful.”
Raluca Pop, founder of the social media platform Hive Social, emerged as an unexpected ally. Pop plans to transfer the trademark to Lebron, despite having filed for it himself. However, Lebron’s trademark application was not filed in time, giving Bates an advantage in the legal proceedings.
Trademark lawyers believe Lebron can still fight Bates’ claim and secure her rights to the catchphrase. According to trademark attorney Alli Elmunzer, “If I were her, I wouldn’t be worried. It’s very clear that she was the first to use it – she should start monetizing it, because that only gives strength to her case of being the first.”
Bates’ lack of usage of the phrase gives Lebron an upper hand. Elmunzer noted, “He’s saying he’s planning to use it, but hasn’t yet. This gives [Lebron] a leg up, because when she opposes, she can say he’s not using it and she is, and she has all this proof.”
Lebron took to TikTok in a teary-eyed video to express her regret for not filing the trademark sooner. “I wanted to do so much for my family and provide for my transition, and I just feel like I dropped the ball,” she said. Despite this setback, she has a supportive team guiding her through every step of the legal process.
Trademark attorney Kyona McGhee also weighed in on the situation. “I don’t think that her not having a trademark yet means that brands will shy away from wanting to strike while the iron is hot and use her phrase,” McGhee stated. She added that obtaining federal registration would give Lebron ultimate authority over the catchphrase nationwide.
Raluca Pop’s involvement adds another layer to the unfolding drama. “Once I saw that this other guy tried to steal it out from under her, I realized that he didn’t trademark the remainder of her phrase, ‘very cutesy’.” Pop added, “And that’s why I went and did it, instead.”
Despite the complexities of this case, experts remain optimistic about Lebron’s chances. McGhee concluded, “There is an information gap in the minority community. There’s not a lack of talent, but there is a lack of information, and people who have better resources and deeper pockets are better aware of how to capitalize on trends.”
Lebron is determined to monetize her catchphrase and secure her rights, with trademark lawyers believing she can successfully oppose Bates’ claim. For now, her millions of followers and newfound fame serve as both support and motivation in this legal battle.
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