Jools Lebron, the creator of 'very demure, very mindful,' might not own its trademark

TikTok creator Jool Lebron popularized the viral phrase "very demure, very mindful." But she isn't the person getting the trademark.

Jefferson Bates, a Washington State man who appears not to be very demure or mindful, filed to trademark the phrase. According to legal documents obtained by NBC News and TMZ, Bates filed the request but did not name Lebron in the application.

In a since-deleted video on TikTok, Lebron said she "dropped the ball" on not trademarking it sooner.