Not very demure: TikTok creator faces a legal battle over her own catchphrase.

‘Very demure, very mindful, very cutesy’ is the behaviour we should all adopt in different contexts of our lives: whether it's work or private life, influencer Jools LeBron recommends that we should always be proper. The transgender tiktoker jokingly shared this advice in a video on her account, which went viral overnight.

Following the sudden fame gained by the slogan in question, LeBron was extremely grateful for the attention paid to her content, explaining that this unexpected turn of events has the potential to change her life, allowing her to pay for her transition and relieve her family of other financial worries.

However, money fascinates everyone: one Jefferson Bates thought of registering Jools‘ slogan as his own, hoping to reap the profits of others’ fame. Once discovered, the tiktoker turned to her audience on the platform to explain the affair, which developed further within a short time. Today's article recounts the development of what happened.