How a Fierce Transgender Latina Got the Whole World Saying ‘Demure’
If you’ve seen the word “demure” invading your feed, you have a Latina to thank. Her name is Jools Lebron, a Boricua transgender Latina from Chicago.
The Puerto Rican content creator has taken the world by storm with her amazing sense of humor.
“One day, I was playing cashier and making videos [during] my break, and now I’m flying cross-country to host events, and I’m going to be able to finance the rest of my transition,” Lebron said in a video with tears in her eyes.
Proving the world being fierce, honest, and genuine is, indeed, demure
It all started on August 2, when Lebron posted a video showcasing her makeup for a day at work.
“You see how I do my makeup to go to work?” she says satirically. “Very demure, very mindful. 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. I’m very mindful while I’m at work. You see how I look very presentable?”
She makes fun of the idea that a woman must be “reserved, modest, and shy” and gives it a twist.
While she had had some success with her makeup reviews and tutorials, Lebron’s life forever changed with her ironic take on how people should act in public.
Now, the whole world wants to be demure
Lebron’s first “demure” video garnered 8 million views in less than a week. She now has more than 1.2 million followers on TikTok, and the trend has taken over other platforms like Facebook and Reddit.
But she didn’t stop there. The Latina content creator started posting videos acting “demure” in the most random situations, like waiting to get off a plane or picking up your ID you left at the gay bar. She even turned the phrase into verbs and nouns. “Every demure video is just me referencing me. That’s the entire joke,” she explains. “I’m just judging myself.”
Companies like Sephora and United Airlines have jumped into the craze, and people are already meme-ing presidential candidates Kamala Harris and Donald Trump being “demure” (or not).
Beyond a trend, Jools Lebron has given the world a way to connect and call attention to the things that matter
Since everyone is being mindful and demure, what better way to use the trend than calling attention to things that affect the whole world?
“Y’all know how I’m a registered voter? That’s very cutesy, very demure, very intelligent,” Kelton Allen, a Black TikToker, said on a video. “We’re mindful of the fact that there are people who want to take away our rights to vote. So, in this upcoming election, we’re going to vote and be mindful of the impact that we can have on America. Very mindful, very demure.”
For her part, Lebron uses her LinkTree to raise awareness of causes like Operation Olive Branch, a grassroots movement supporting and amplifying the aid requests of Palestinian families.
