TikTok star Jools Lebron, known as joolieannie, has captivated audiences with her viral “demure” trend, sparking a cultural conversation around self-awareness, mindfulness, and understated style. The trend took off in August when Jools posted a video showcasing her professional, minimalist makeup look, emphasizing a mindful approach to beauty. Her concept of “demure” isn’t just about appearance; it’s a lifestyle choice rooted in self-confidence and consideration for others.
Jools initially introduced the “demure” concept as a playful commentary on how she chose to present herself on the first day at a new job. The video, which contrasts a simple, natural look with more dramatic makeup styles, quickly resonated with viewers. “Your demure is what it means to you,” Jools explained in an interview with CBS Mornings. “It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.”
@joolieannie
For Jools, the word “demure” holds deeper meaning beyond its traditional definition. It’s a statement of self-awareness and confidence, particularly as a plus-size, trans woman. Through her TikTok content, Jools has found a community of like-minded individuals who share similar experiences. She uses “demure” to describe not only her classic, understated style but also her journey of self-acceptance and identity.
Despite experimenting with various content types over the years, including makeup tutorials and videos about Bratz dolls, it was the “demure” series that truly put Jools on the map. The success of this trend has brought her brand opportunities and a growing fan base, further solidifying her influence in the beauty community.
As her popularity continues to rise, Jools remains committed to spreading a positive message. She encourages her followers to find their own meaning in being “demure” and to embrace a mindful and considerate approach to how they present themselves. “We’re all in this together; nothing has to be so serious or aggressive. Everything can be very cute, where we don’t do too much. I’m not crazy with it. I’m very demure,” she said.
Jools Lebron’s “demure” trend is more than just a viral sensation—it’s a movement that encourages people to be mindful, confident, and true to themselves in how they present to the world. With millions of TikTok views and a rapidly growing audience, Jools is redefining what it means to be “demure” in today’s digital age, making a lasting impact on the beauty and social media landscapes.
Source: CBS Mornings
