Get to Know the Trans Influencer Behind the 'Very Demure' Craze on Social Media

The reason everyone on social media seems to be talking about being "very demure" is because of transgender beauty influencer Jools Lebron.

Lebron is known for posting makeup tutorials and generally talking about her life as a plus-sized woman to her 1.3 million followers. Seemingly overnight, everyone is channeling her vibe from a video that has over 10 million views.

@joolieannie #fyp #demure ♬ original sound - Jools Lebron

It all started with a reality check Lebron gave to divas who have been "[doing] too much" at their daily jobs.

"I don't come to work with a green-cut crease. I don't look like a clown when I go to work. I don't do too much," she said. "I'm very mindful while I'm at work. You see how I look very presentable? The way I came to the interview is the way I go to the job."

Then she famously added, "A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure. I'm very modest. I'm very mindful."

The comment kicked off a vibe shift, with other social media users posting their own versions of being demure and presentable.

Spotify reported that playlists with "demure" in the title have skyrocketed over 2,500 percent, and artists such as Lana Del Rey, SZA and Billie Eilish are among the favorites.

"Like the eras before it, demure has firmly entered into the summer's TikTok lexicon, alongside hawk tua and the omnipresent brat summer," Rolling Stone reported. "There's even notable drama over who created the trend first."

Trans creators Selyna Brillare and Devin Halbal have also reportedly posted videos talking about being "demure." Brillare even posted videos (now deleted) claiming that she started it all.

She told Rolling Stone, "I'm very glad everyone is enjoying the trend. It warms my heart to see so many people coming together and be creative."

Halbal encouraged everyone to "keep it demure" and follow Lebron.

Surely there is room for more than one "demure" girlie online until the next trend bubbles up.