Jools Lebron: How the viral ‘demure, mindful’ TikTok trend changed creator’s life

Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy The beauty influencer behind TikTok’s “demure” trend has revealed she can pay for gender transition thanks to the success of her videos. The way I came to the interview is the way I go to the job.” Encouraging her followers to post their own TikTok content, the creator said in a post this week: “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.” Tearily, she added: “I finally said it without crying.” The “demure” trend has exploded on TikTok over the past week, with over 32,000 videos now using the audio from Lebron’s original post to make their own content. “What’s the name you’d like me to make it out to?” With the video going viral, Lebron began to make more content revolving around what it means to be “demure,” creating satirical videos about how to be modest in different scenarios. “I can always tell when there’s a new TikTok buzzword because I saw 73 tweets with the word ‘demure’ in it today,” one person wrote on the platform, while another joked: “Brat summer, demure fall.” Now, “demure” has become so popular that Lebron claimed she was “demured” in public, noting that fans have come up to her and recognise her in person.