Jools Lebron from Chicago earned her internet fame over her TikTok video describing her work look as “very demure, very cutesy,” which has garnered over 46.2 million views on the platform but has yet to reveal all her details, including her age. However, many claim that she is in her mid-20s.
Through her video, Lebron claimed how women should present themselves at the workplace mindfully and respectfully.
Initially, it started as a fun way to pass the time during her work breaks at a retail store, Mariano’s, in her hometown, and she never expected her clips to reach such popularity within a short time.
Talking about her experience with the heightened attention and usage of the word ‘demure,’ Lebron couldn’t hold back her tears in a recent video, claiming, “I’m flying cross country to host events, and I’m finally going to be able to finance my transition.“
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
Before Lebron’s viral content, she posted makeup videos. She shared her interest in collaborating with big brands, which doesn’t seem so far-fetched as she has been landing several brand deals, including Netflix.
Following Lebron’s first video post, several other creators joined the trend, describing their mannerisms as demure and cutesy in random situations like boarding planes or taking medications.
Currently, Jools Lebron has earned over 2 million followers with an average of 111.4 million likes on her page; however, she doesn’t share much about her family on the platform, making her age a mystery to many.
Being a transgender, Jools Lebron takes inspiration from influencers like La Demi and Nikita Dragun!
As the trend garnered attention from viewers, celebrities like Jennifer Lopez, Kim Kardashian, and Bob the Drag Queen, RuPaul’s Drag Race winner, credited Lebron for her use of words.
Recently, Jimmy Kimmel Show invited Lebron for their episode where she shared a stage with RuPaul while talking about her entire experience in the limelight.
Within a few days, she took the internet by storm and also appeared in the CBS Mornings interview, expressing, “Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.“
Likewise, the creator was invited by the Democratic National Convention to give a speech at their Chicago event. Still, Lebron declined the offer, satirically adding that she had a wig appointment the same day.
The ‘demure’ trend came right after Charlie XCX’s brat buzzword, as many users on TikTok and Twitter jokingly wrote, “Brat summer, demure fall.“
@joolieannie #fyp #beyonce ♬ som original – Clotilde Motorola
However, the rise to fame has had consequences for Lebron as reports to monetize and trademark the viral phrase have come to light.
Looking deeper into the case, a person named Jefferson Bates filed documents in Washington State to acquire the “very demure, very mindful” phrase for advertising and promotional services.
In response to such an incident, Lebron shared a video on TikTok, breaking down in front of her followers, claiming, “I’ve invested so much time and money into this thing, but I feel like I did it wrong.“
Despite such troubles, her fans have been her pillar of support during the difficult time, sending her heartfelt and encouraging messages on her social media.
Additional Information
- The word ‘demure’ was traditionally used to describe reserved and shy behavior. Lebron has redefined the word satirically, describing everyday chores done mindfully.
- TikTok experts revealed that no specific mechanism resulted in the creator’s success, but her creativity and delivery style left a mark among users.
- Previously, Lebron worked with Patrick Starr for a beauty campaign and shared a picture with the creator, thanking them for the one-in-a-lifetime opportunity.
