In a world where social media trends shift in the blink of an eye, one content creator has captured the essence of “demure” in a way that’s striking a chord with millions. Jools Lebron, known online as @joolieannie, has taken the concept of being “very demure” to new heights, with her now-viral TikTok video garnering over 4.2 million views. In her video, Lebron walks her viewers through her meticulous getting-ready routine, which includes makeup, a carefully styled wig, and a touch of her favorite perfume. She concludes with a reminder to her audience, “Let’s not forget to be demure, divas.”
Since the video’s release on August 3, Lebron’s follower count has surged past a million. Her subsequent content continues to focus on the theme of being “demure” in various everyday scenarios. From makeup application to ordering food, and even handling vacation logistics, Lebron showcases how she integrates this concept into every aspect of her life. Her unique take on “demure” has sparked a trend, with countless TikTok users adopting her audio to describe their own activities, further popularizing the term among a wider audience.
Lebron has also expanded her vocabulary to include terms like “mindful,” “not taking too much space,” and “demuretesy,” a blend of demure and cutesy. She describes this blend as a balanced approach to life: “I’m very demuretesy. I’m very cute with it but I’m very mindful with it, very respectful with it.” Her approach is not just about personal expression but also about honoring those who came before her. Lebron acknowledges earlier influencers like TikTok creators Devin Halbal and Selyna, as well as the late drag queen Venus Xtravaganza, who she credits with paving the way for her and others in the community.
In addition to her demure-themed content, Lebron addresses more substantive topics, including her weight loss journey, self-care during mental health challenges, and the importance of good manners. She has used her platform to discuss normalizing practices like midnight snacking and expressing gratitude to service staff. For Lebron, being “demure” is not just a trend but a way of life—a way to honor the past while paving the path for the future.
As the “demure” trend continues to evolve, Lebron remains a central figure, blending personal style with meaningful content. For those looking to understand the current social media landscape, Lebron’s unique take on being “demure” offers a fresh perspective on how digital personalities can influence and shape online culture.
