Jools Lebron: ‘Demure’ Content Creator Says ‘TikTok Has Changed My Life’

Jools Lebron: ‘Demure’ Content Creator Says ‘TikTok Has Changed My Life’

Jools Lebron turned the word “Demure” into a household word! Lebron is a former grocery store clerk who was making videos on her breaks. In her most viral video, posted early this month, she talked about doing her makeup and how she presents herself at work. “See how I do my makeup for work? Very demure, very mindful. I don’t do too much. I’m very mindful while I’m at work. See how I look? Very presentable. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma, not demure,” the video got more than 10 million views in the first week. 

Lebron, who identifies as a transgender woman, said that the trend has earned her brand deals and helped her make enough money to complete her gender transition surgery. 

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

“One day, I was playing cashier and making videos on my break, and now I’m flying across countries to host events, and I’m gonna be able to finance the rest of my transition,” she said n a recent online post. 

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

J. Lo & President Biden Join In On The Fun

The trend jumped from TikTok to X (formerly Twitter) with millions making posts about being “demure.” Further, copycat videos from celebrities like Kim Kardashian and Jennifer Lopez made the trend explode even further. 

“I grew up an influencer kid, like, I watched all YouTube and all kinds of stuff like that,” Lebron told US Weekly. “Seeing them do the trend, and just welcome in someone that has loved them, and follow me back and show me my flowers has been everything.”

The trend even made it to the White House with President Biden posting about forgiving student loan debt in a “demure” way. 

Cancelling the student debt of nearly 5 million Americans through various actions.

Very mindful.
Very demure. pic.twitter.com/Azg6dOHiro

— The White House (@WhiteHouse) August 16, 2024

In addition, Lebron said that she does receive some negative comments on her videos, saying, “I think that people get in survival mode and they forget how they’re also being perceived when they leave a nasty comment or when they’re being rude or whatever,” she noted. “Let’s be demure. Let’s be mindful of why we came. Let’s be mindful because we didn’t come to just be mean girls.”

She continued, “We didn’t come to be messy and this applies to everything: your appearance, your mindset. Be mindful of what you think. Be mindful of your actions, and be demure, modest and reserved. That doesn’t mean a race, a color, an ethnicity, a finance. ‘Demurity’ is being the most thoughtful, mindful version of yourself.”

Enjoy this article? Click here to sign up for a free subscription for the latest news in urban culture on our site.