TikTok's Jools Lebron, the face of the 'demure' craze, makes her debut late-night show appearance

TikTok star Jools Lebron popularizes 'demure' with viral videos; her trend reaches millions.

TikTok personality Jools Lebron has sparked a viral trend with her use of the word "demure." Lebron, who identifies as a transgender woman, first introduced the term in her August 2 video titled "How to be demure at work," which has garnered over 7 million views. In her clip, she gave tips on maintaining a polished appearance, stating, "Very demure, very mindful," and encouraged viewers to be "demure divas."

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♬ original sound - Jools Lebron

Lebron's popularity surged, with her second video on "how to be demure and respectful at the workplace" reaching 34 million views. During her recent appearance on "Jimmy Kimmel Live," guest co-host RuPaul asked Lebron about her experience, to which she replied, "Very demure, very mindful," eliciting audience applause.

Lebron shared that the concept of being "demure" is a "mindset" and described her transformation as a journey from "crazy and out of control" to finding "demurity," which she humorously defined as her "purity." She also noted that she now has the means to afford her gender transition due to her online success.

Celebrities, including Jennifer Lopez, have embraced the demure lifestyle. Lopez highlighted her own take on the trend while promoting her cocktail brand Delola. Lebron also commented on RuPaul's red and pink plaid suit, remarking it looked "very demure," though she declined to elaborate on some of RuPaul's fashion details, saying, "I'd like to remain demure, please."

Despite an invitation to appear at the Democratic National Convention, Lebron missed the event due to a "wig appointment."