The TikTok Creator Behind "Demure" Revealed She Can Pay For Her Gender Transition After Going Viral: "TikTok Has Changed My Life"

You can't go anywhere without hearing somebody say, "Very classy, very cute, very demure."

But where did it all start? I guess you can say "Demure" is a term used in LGBTQ+ spaces, more specifically drag and ballroom culture, or if you religiously watched The Nanny like I did — Fran Drescher.

Peacock / tiktok.com

But, "very demure" became a household term in 2024 thanks to TikTok influencers, especially Jools Lebron.

Jools is a creator and beauty influencer who shares makeup tutorials, product demonstrations, and sometimes funny videos of her just being THAT GIRL.

In case you haven't seen it already, in one of the original "demure" TikTok videos from Aug. 5, she described how she gets ready for work, and the rest became history. "I don't come to work with a green cut-crease," she said. "I don't look like a clown when I go to work."

"I don't do too much, I'm very mindful at work. See how I look very presentable? The way I came to the interview is the way I go to the job."

@joolieannie / tiktok.com

"A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma."

Jools, who goes by @joolieannie on TikTok, currently has 1.6 million followers and around 98.9 million likes on the platform, a number that continues to grow after her unique spin on "demure" went viral.

Following the success of the first videos, she continued creating content using the phrase and encouraged others to create their own videos.

Thanks to all the attention and viral recognition, the creator, who identifies as a transgender woman, shared news about the result of her growing internet fame.

"I feel so overwhelmed," she said in another TikTok video posted on Saturday. "Like I feel so grateful, don't get me wrong. But everything's happening so fast. Like I just landed in LA... I have so much to do as soon I got here." Then, she wiped the tears from the corner of her eye and said, laughing, "But, I'm living my fucking dream bitch!"

Jools and the "demure" trend are taking off; even celebrities have jumped in on the fun.

In an Instagram video, Lizzo and SZA showed off their hair and bodies using the trending voiceover.

Olivia Rodrigo showed off her hair length in a TikTok video using another version of Jools's "demure" voiceover.

Bebe Rexha used the voiceover in a TikTok video while getting a few touchups during a shoot.

Similarly, Sophia Bush synched the voiceover while getting glammed up and her hair laid for days.

Lindsay Lohan and Jamie Lee Curtis put their own spin on the trend while filming Freakier Friday, the much-anticipated sequel to the 2003 Disney comedy Freaky Friday.

So, people are out here supporting creators' careers so that they can achieve important milestones and life changes?

Now that's very demure; very mindful.