Who is Jools Lebron ? All about the creator behind viral 'very mindful, very demure' TikTok trend

TikTok user Jools Lebron has become an internet sensation after she spoke about being “very demure,” “very mindful,” and “very cutesy” in a TikTok video. The makeup enthusiast ignited a pop-culture phenomenon where netizens embraced being attentive to others and how they present themselves to the world. Several celebrities, including Jennifer Lopez and the White House, took to social media to create videos with the phrases.

Speaking about being demure, Jools Lebron said in an exclusive interview with CBS Mornings:

“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.”

The trend came into being in early August after Jools Lebron explained in a 38-second TikTok video that she wanted to do a natural makeup look for her new job. Lebron said:

“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.”

Jools Lebron is a makeup content creator who also specializes in the creation of wigs. The video about being “demure” garnered over 1.6 million likes, leading to her amassing over 1.3 million followers.

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Jools Lebron managed to finance her transition after going viral on the internet

Jools Lebron, best known by her joolieanniemarie internet moniker, mostly creates ‘get ready with me’ videos. She has also showcased her wig collection and how she makes her own.

In 2023, she amassed a following after opening up about her coming out journey. She revealed to her TikTok followers that she was into Disney princesses and Bratz dolls when she was younger. Her parents thought she was going through a “phase,” but she reportedly “never say myself as a boy.”

While transitioning, she has reportedly looked up to idols like La Demi, Gigi Gorgeous, and Nikita Dragun.

After going viral for her “very demure” and “very mindful” videos, Lebron revealed on TikTok that she managed to fund her transition. Lebron said in a video:

“Maybe you should make the videos because one day I was playing cashier, and making videos on my break and now I’m flying across country to host events, and I’m going to be able to finance the rest of my transition.”

Jools Lebron has attended multiple influencer events since going viral, including one hosted by beauty brand Patrick Ta. She also collaborated with Los Angeles’ Kombucha brand, GT’s Synergy.

Speaking about what it meant to be “demure,” Lebron told CBS Mornings that she believed everything did not have to be “aggressive,” but it could be “cute” instead. She also stated that being “demure” was not just a makeup trend but a lifestyle inspired by her trans identity. Lebron said:

“When I did start making TikToks, I found more girls like me. I found girls who are plus size, who are trans, who are having the same experiences that come uniquely with that set of combinations.”

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Apart from being a beauty enthusiast, Lebron is also a Bratz fanatic. She has a vast collection of Bratz and American Girl dolls. This collection includes a custom-made Beyoncé doll and one that has been transformed to look like Joe Jonas.