Trademarking the TikTok ‘demure’ meme

The Hustle Daily Show

‘Very demure… very mindful’ is making the rounds well, everywhere. The phrase, originated by a TikTok beauty creator, has caught on like wildfire and many brands are looking to lock it down via trademark. So how can online creators better own their creations and who is trying to take these terms for keeps? Plus: Gamestop will begin stocking retro games and Yelp is suing Google.

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