Jools Lebron’s TikTok Trend Transformed the Meaning of ‘Demure’ and Captivated a Global Audience
The word demure (pronounced dih-myoor) gained widespread popularity after TikTok influencer Jools Lebron introduced it to her audience. The trend took off when Lebron posted a TikTok on August 2, 2024, where she explained how to “be demure at work.” In the video, she shared her approach to styling herself for the day, carefully choosing her makeup, hair, and overall look. She mentioned how being “mindful” of her appearance helped her embrace the concept of being demure, and it resonated with her followers.
This seemingly simple video marked the beginning of what would become a cultural phenomenon. The trend, which initially started as a way to share personal styling tips, soon caught the attention of a wider audience, sparking a digital movement. As interest in the word demure grew, Jools continued to build on the trend, offering different takes on how to embody the concept in various situations. For example, she posted videos titled “How to do your makeup demure for a family night out” and “How to be demure in Vegas,” showing that the term could apply to different lifestyles and occasions.
On November 25, 2024, Dictionary.com officially named demure the Word of the Year. The announcement highlighted how the word’s popularity reflected a broader cultural shift. The statement noted that the Word of the Year isn’t just about which words were used the most, but rather which words help tell the stories of how people and cultures have evolved over the past year. According to Dictionary.com, the widespread use of demure signified a deeper reflection of identity and the way we present ourselves to the world, which is why it was chosen for this honor.
In a TikTok from August 14, 2024, Jools, who identifies as transgender, shared her personal journey and how TikTok had changed her life. She encouraged her followers to “make the video” and embrace their creativity. She explained, “TikTok changed my life. Maybe you should make the videos too, because one day, I was playing cashier and making videos on my break, and now I’m flying across the country to host events.” Jools’ story of how social media helped her build a career resonated with many of her followers, inspiring others to pursue their own passions.
As the trend continued to grow, the word demure saw a massive 1,200% increase in usage across digital platforms by August. This surge in interest was also reflected in a dramatic rise in Google searches, with interest spiking nearly 14 times during the week of August 18, 2024. Social media platforms like TikTok and Instagram played a major role in propelling the word into the mainstream, with influencers and users alike embracing the term and applying it to a wide range of fashion, beauty, and lifestyle content.
In an interview with Good Morning America in September 2024, Jools spoke candidly about the financial success she achieved through her TikTok presence. She shared how her online work allowed her to complete her gender transition, as well as provide better support for her family. “I grew up in a humble part of Chicago, and being able to finally give my family good housing and live in a better area is something I’m really proud of,” she said. “It’s just been a game-changer, not living in survival mode anymore, but being able to actually afford things on my own.”
However, despite popularizing the phrase very demure on TikTok, Jools faced a setback when she discovered that the phrase had already been trademarked by someone else. This news devastated Jools, as she felt she had missed the opportunity to protect the term legally. She admitted that she hadn’t acted quickly enough to trademark it herself, which was a bitter disappointment given how much the term had come to define her brand and content.
Jools, who is based in Chicago, is a beloved content creator known for her “Get Ready With Me” (GRWM) videos, makeup tutorials, and fashion tips. Her TikTok account has become more popular than her other social media platforms, as she frequently drives trends in pop culture. Her followers are drawn to her relatable approach to beauty and self-expression, as she encourages them to embrace their personal style while remaining “demure” and elegant.
In one of her most well-known videos, Jools explains how she approaches getting ready for work: “You see how I come to work? Very demure. I do my makeup, I lay my wig, I do a little braid, I flat iron my hair… Let’s not forget to be demure divas.” Her playful yet empowering advice became a catchphrase for her followers, who adopted the trend and began sharing their own interpretations of being “demure.”
Since her initial video in August, Jools has continued to expand on the demure trend, offering her followers more creative ways to embrace the concept. Through a series of videos, she provides tips on how to embody the style in different settings, from family gatherings to glamorous nights out. The trend has since evolved into a broader conversation about femininity, self-presentation, and how we navigate the balance between confidence and modesty.
As demure continues to be embraced by a wide range of people, Jools’ influence on social media has only grown. She has used her platform to inspire others, especially within the transgender community, by showing how online platforms like TikTok can provide opportunities for personal and professional growth. Her journey, from a cashier making videos during breaks to an influencer hosting events nationwide, serves as a testament to the power of social media in shaping lives and creating new possibilities.