‘Very private’ TikToker Jools Lebron explains the viral trend and how to embody her ‘very conscious’ example

The word “demure,” which came out of nowhere, exploded online this month and sparked a cultural conversation. The beauty influencer behind the viral trend, Jools Lebron, spoke to “CBS Mornings” about the inspiration behind her popular “demure” video — and what the word means to her.

“Your modesty is what it means to you. It’s about being mindful and considerate of the people around you, but also of yourself and how you present yourself to the world,” Jools told “CBS Mornings.”

The history of the “modest tendency”

The “understated” trend started in early August when Jools posted a 38-second video showcasing her professional makeup look.

“You see how I wear makeup for work? Very reserved, very attentive. I don’t overdo it. I’m very attentive when I’m at work. You see what I look like? Very presentable. A lot of you girls go to interviews looking like Marge Simpson and go to work looking like Patty and Selma, not reserved,” she said in the TikTok video that propelled the word “reserved” into the spotlight.

At the time, Jools told CBS Mornings that she worked as a cashier and posted from her car, never imagining that her videos would reach millions of people. Her “reserved” style was originally a reference to another video, in which she opted for a more natural look for her first day at a new job after initially opting for more dramatic makeup at a previous job.

“I thought, ‘Let’s do it very naturally. Let’s not overdo it.’ So I thought, ‘I’m not showing up on my first day with a green hairline. I’m not showing up looking like a clown, but I was definitely referencing how I showed up at another job,'” she explained in an interview with “CBS Mornings.”

What does “discreet” mean?

Jools, known as joolieannie on TikTok, said her version of “low-key” isn’t just about appearance; it’s a statement of self-awareness and confidence.

“We’re all like that, we’re united, like nothing has to be so serious. Nothing has to be so aggressive. Like everything can be very cute. Where, you know, we don’t overdo it. We just do a little bit. I’m not crazy about that. I’m very reserved,” she said.

With millions of TikTok With a growing number of views and a fan base, Jools is redefining what it means to be “wise” in the digital age. For Jools, it’s not just a saying, it’s a way of life. She uses the word “wise” not only to describe her classic, understated style, but also as a playful nod to her identity as a trans woman.

“When I started doing TikToks, I found more girls like me. I found plus-size girls who are trans, who are going through the same experiences that are specific to that set of combinations,” she explained.

Jools said she was surprised by the video’s outcome. Despite the different types of content she’s tried over the years (from makeup tutorials to videos about Bratz dolls), nothing has taken off like her recent series “Demure.” The platform has had a huge impact on Jools’ life, providing her with branding opportunities.

As her popularity continues to grow, Jools remains committed to promoting a positive message. She encourages others to find their own meaning in being ‘reserved’ and to be mindful and considerate in how they present themselves.

“Your modesty 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 yourself to the world,” she said.