Everyone's Turned Demure!

Us spoke to the woman who started the surprise trend that’s mindfully inspired and millions of TikTok fans

- ISABEL MOHAN

Who could have believed that a fun, throwaway video about getting ready for work would capture the imaginations of Jennifer Lopez, Khloé Kardashian and more than 35 million people on TikTok? This has been the shocking turn of events for Jools Lebron, who was, until last week, an aspiring influencer with a job in a grocery store.

Now, thanks to Lebron’s “very demure, very mindful” approach to life, she’s been able to quit her nine-to-five. It seems everyone wants a piece of the “cutesy” action: She’s signed lucrative partnership deals, inspired multiple celebrities and even appeared on Jimmy Kimmel Live.

The concept is simple — Lebron’s character encourages her audience to be more demure in every part of their lives, whether it’s “how I flat iron my hair in a demure manner” or “how to send a photo to your mother to let her know you weren’t kidnapped on vacation but in a demure way.” And there’s just something about Lebron’s gentle charm and charisma that stands out in a harsh world.