demure

• Are you a creator who invented a clever catchphrase? A trademark troll might be lurking.
• Brands are scrambling to snag deals with “demure” creator Jools Lebron

  The woman behind TikTok's omnipresent "demure" trend was able to quit her job as a cashier to go full-time on content, and is also able to pay for the rest of her gender transition thanks to money coming in from brand deals.