“Very demure, very mindful” is the latest trend to grip social media.

And now, there seems to be an unfolding battle to trademark it.

According to The Associated Press, TikTok creator Jools Lebron has filed to trademark the phrase “very demure very mindful” for various entertainment and advertising services.

Lebron is said to have started the “very demure” craze in early August, after taking to TikTok to describe the hair and makeup she was wearing to work.

Now, scores of fans, including big name celebrities, shared their own playful takes to describe just about any detail of day-to-day life.

Lebron’s application however is not the first.

The report says other applications were submitted before and are still listed as live in the U.S. Patent and Trademark Office’s records.

AP quoted Casey Fiesler, an associate professor of information science at the University of Colorado Boulder, who reminded that trademarks and copyright are two different things.

Anyone who has ever made a unique TikTok owns the copyright to that video.

Trademarks however are often determined on a case-by-case basis, with applications that are specific to certain uses, thus allowing multiple brands to operate under similar names — like Dove chocolate and Dove soap.