The demure trend NECN [Video]

“Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And Chicago-based TikTok creator Jools Lebron is now working to trademark uses of her now-viral words.

Lebron filed to trademark “very demure very mindful” for various entertainment and advertising services, including the promotion of beauty products, last week with the U.S. Patent and Trademark Office. Two filings dated Thursday are under her legal name, a representative for Lebron confirmed to The Associated Press.

Trademarks can help secure rights to maintain certain business down the road. But it’s also possible — although rare — for content creators to make meaningful income after gaining social media fame through other avenues like direct brand sponsorships and viewer donations. Lebron, who is a transgender woman, said last month that she was able to finance the rest of her transition.

Lebron’s trademark filingsare still pending, and it could be a while before there’s a final determination. But the move is particularly notable …