In the realm of social media especially TikTok where trends come and go with the swipe of a finger, beauty influencer Jools Lebron has ignited widespread discussion with her “demure” movement on TikTok. The word “demure,” traditionally meaning “modest, reserved, or serious,” has taken on a fresh, modern interpretation, thanks to Lebron’s influence. Her viral video, posted in early August, emphasizes the importance of mindfulness, consideration, and self-awareness in personal presentation, particularly in professional settings.

Who Is Jools Lebron?
Lebron, who identifies as a transgender woman, shared the inspiration behind her “demure” concept during an interview with “CBS Mornings.” She explained that her approach to beauty is about more than just cosmetics—it’s about presenting oneself in a way that is polished, professional, and considerate of both the self and others. This message has resonated deeply with many, especially within the plus-size and transgender communities.

The viral moment began with a 38-second TikTok video, where Lebron, filming from her vehicle during a break at her cashier job, discussed her choice to adopt a more “demure” look for her new workplace. In the video, she contrasts this with the more dramatic makeup style she had previously worn at another job, emphasizing the value of maintaining a professional image. “I don’t come to work with a green cut-crease,” she remarked, highlighting the importance of a subtle, yet presentable appearance.

Lebron’s message quickly struck a chord with viewers, propelling the word “demure” into the spotlight and sparking a widespread online trend. But for Lebron, being “demure” is about more than just a look—it’s about embracing confidence and self-awareness in how one presents themselves to the world. “Your demure is what it means to you,” she shared. “It’s being mindful and considerate of the people around you, but also of yourself.”

The success of the “demure” trend has had a profound impact on Lebron’s life. As her TikTok following surged, so did opportunities for brand collaborations, allowing her to further her influence and reach. In a candid update to her followers—whom she affectionately calls her “Divas”—Lebron expressed how TikTok has transformed her life. “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, reflecting on the journey that began with a single video.

Celebrities like Jenna Ortega, Jennifer Lopez, Penn Badgley, Lindsay Lohan, and Jamie Lee Curtis have since joined the “demure” trend, further amplifying its reach. The ripple effect of Lebron’s simple yet powerful message has not only changed the online beauty landscape but has also opened doors for her personally and professionally.

As Jools Lebron continues to inspire her growing audience, she remains dedicated to promoting a positive message. She encourages others to find their own interpretation of being “demure,” emphasizing that it’s a personal journey. “We’re unified, like nothing has to be so serious. Nothing has to be so aggressive. Like everything could just be very cute. Where, you know, we don’t do too much. We only do a little bit. I’m not crazy with it. I’m very demure,” she explained, highlighting the balance she strives to maintain.

With 1.5 million followers and 97 million likes on TikTok, Jools Lebron’s influence is undeniable. Her “demure” series has not only redefined beauty standards but has also paved the way for greater representation and acceptance in the digital age. As she continues to share her journey, Lebron’s message remains clear: being “demure” is about being mindful, considerate, and true to oneself—no matter how that looks for each individual.