In the ever-evolving world of social media, a new trend has taken TikTok by storm, transforming not only the platform but also the life of its creator. The “very demure, very mindful” phenomenon, initiated by beauty content creator Jools Lebron, has become a viral sensation that extends far beyond its modest beginnings.
Lebron, a transgender woman, unknowingly sparked a social media revolution with a 38-second video posted in early August. The clip, which emphasized a professional and understated approach to workplace appearance, resonated with millions of viewers and quickly gained traction across the platform.
The Birth of a Trend
In her original video, Lebron advised against excessive makeup at work, stating, “I don’t come to work with a green cut-crease. I don’t look like a clown when I go to work. I don’t do too much, I’m very mindful at work.” This message of presenting oneself in a “demure” manner struck a chord with audiences, leading to an explosion of related content and celebrity endorsements.
Celebrity Adoption and Viral Growth
The “demure” lifestyle trend quickly caught the attention of high-profile figures, with celebrities such as Jenna Ortega, Jennifer Lopez, Penn Badgley, Lindsay Lohan, and Jamie Lee Curtis jumping on the bandwagon. This celebrity endorsement further fueled the trend’s popularity, cementing its place in the current social media landscape.
Life-Changing Impact
For Lebron, the consequences of her viral success have been profound. In a recent update to her followers, whom she affectionately calls “Divas,” Lebron shared, “One day, I was playing cashier and making videos on my break, and now I’m flying across countries to host events, and I’m gonna be able to finance the rest of my transition.”
This unexpected turn of events has not only provided Lebron with new opportunities but also the means to fund her gender transition, allowing her to feel more comfortable in her own body while embodying the “demure” lifestyle she promotes.
The Power of Social Media
Lebron’s story serves as a testament to the transformative power of social media. From a modest beginning of 1.5 million followers, her TikTok profile @joolieannie has now amassed 97 million likes, demonstrating the rapid growth and influence of viral trends.
In an interview with CBS Mornings, Lebron revealed that the inspiration for her “demure” tutorials came from a personal experience of wearing dramatic makeup at a previous job. This relatable anecdote further illustrates how authentic content can resonate with a wide audience and lead to unexpected success.
As the “demure” trend continues to evolve, it serves as a reminder of social media’s potential to change lives and shape cultural conversations. For Jools Lebron, what began as a simple video has become a life-altering phenomenon, proving that in the digital age, a single moment can lead to extraordinary opportunities.