TikTok creator behind 'Demure' trend says her entire life is 'changed'

Raise your hand if you had never heard the word 'demure' used in a sentence until several weeks ago. Okay, good. It's not just me.

And maybe you yourself have used 'demure' in a sentence prior to it becoming a viral TikTok trend a few weeks ago, but you're probably just as shocked as everyone else that it spread so incredibly fast across social media.

No one is more surprised than beauty influencer Jools Lebron, the TikTok creator behind the 'Demure' trend. Because of how viral it became and how quickly, she says "TikTok has changed my life."

Lebron, who identifies as a transgender woman, said in a recent update video that her life has basically changed overnight in ways she never imagined possible, saying: "Now I’m flying across countries to host events, and I’m gonna be able to finance the rest of my transition" which she could not afford before.

If you aren't familiar with the trend, it's simple. Lebron uploaded a video on TikTok on August 5 explaining how to create a workplace makeup look that is “demure and modest and respectful.” The sound from that video has been used in countless videos since, and the original creator has even made follow-up "demure" content.

What does it mean to be demure? It's really just a vibe. Think classy. Think chic. You want to be demure because it's "in." It doesn't have to apply to makeup or fashion, but it can if you want it to. That's the literal beauty of demure. If you want to be demure, you probably already are.

"Demure" has also found its way onto other social media platforms such as X (Formerly Twitter). It's a fun trend, but it's also amazing to see that the creator behind it is benefiting financially in ways she deserves.