TikToker Jools Lebron, known for her “very demure” online persona, has become a sensation in the digital world, but her rise to fame was a journey of persistence. Jools' journey took a dramatic turn on August 5, when she posted a TikTok video titled “how to be demure at work,” sparking a viral trend she hadn’t anticipated.

The inspiration behind the now-viral video came from Jools' personal admiration for her makeup that day. “I thought I looked particularly like a Bratz doll,” Jools recalls. She juxtaposed her glam look—black winged eyeliner, oversized lashes, long blonde hair, and acrylic nails—against the concept of being "demure," a term associated with modesty. The idea was born from a video she had seen, which discussed Barbie’s modest beginnings compared to her more flamboyant competitor, Bratz.

The term "demure" quickly resonated with many, leading to a shift in online trends from a bold summer to a more reserved, "demure" fall. Jools expressed her amazement at the phenomenon, stating, "It feels insane to know that anyone would even give demure an entire season." Her light-hearted approach to the term has struck a chord, transforming it into a trend embraced by numerous celebrities, including Olivia Rodrigo, Jenna Ortega, and Penn Badgley.

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