The trans–identifying creator of the viral TikTok trend “very demure” said all the attention and new followers will be used to help fund his “transition” surgery. 

Jools Lebron, a biological man, is credited with starting the new trend of calling certain actions “demure.” Lebron’s social media videos have gone viral, with celebrity X accounts and the White House jumping on the “very demure” bandwagon. 

The original clip was shared on TikTok in early August. It shows Lebron putting on makeup while narrating the process.

“You see how I do my makeup for work? Very demure, very mindful. I don’t do too much. I’m very mindful while I’m at work. See how I look very presentable? A lot of you girls go to the interview, looking like Marge Simpson, and go to the job looking like Patty and Selma, not demure,” Lebron said. 

Another activity the TikTok influencer described as “demure” included staying seated after an airplane lands. 

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The “demure” trend got so popular that Lebron posted a video about it, posting a reaction to negative commenters last week, “Hey bandeja, maybe you should — maybe you should make the videos. Maybe you should make the videos, because one day, I was playing cashier and making videos on my break, and now I’m flying across the country to host events, and I’m going to be able to finance the rest of my transition.”

The influencer also celebrated the official White House X account using the “demure” wording to promote policy.

“Cancelling [sic] the student debt of nearly 5 million Americans through various actions. Very mindful. Very demure,” the X post said alongside a smiling photo of President Joe Biden.

Cancelling the student debt of nearly 5 million Americans through various actions.

Very mindful.
Very demure. pic.twitter.com/Azg6dOHiro

— The White House (@WhiteHouse) August 16, 2024

A-list celebrities have also referenced the trend. Reese Witherspoon described the latest season of her Apple TV series “The Morning Show” as “very demure.” Jennifer Lopez drank from a bottle of her Delola brand cocktail and described her actions as “very demure” and “very mindful.”

Actor Penn Badgley made the same comments about playing a serial killer character on “You,” as did Lindsay Lohan and Jamie Lee Curtis while promoting their “Freaky Friday” sequel. 

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Lebron spoke with CBS Mornings about the definition of demure.

“Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world,” the influencer said. “When I did start making TikToks, I found more girls like me. I found girls who are plus size who are trans, who are having the same experiences that come uniquely with that set of combinations.”

Lebron concluded, “Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.”