Jools Lebron: How a Latina cashier from Chicago became the face of the 'demure' viral TikTok trend

In the ever-evolving world of social media, where trends come and go like waves, one name has been making a significant impact as of late: Jools Lebron. This Boricua influencer has taken the TikTok world by storm with her video describing her makeup for work as "demure, mindful."

Soon after she posted it on TikTok, the audio took on a life of its own and became a trend so viral that even the stars of the upcoming "Beetlejuice" movie and The White House social media accounts have created their own version. In record time, Jools transitioned from working as a cashier to becoming a full-fledged social media sta. This Latina transgender woman is adapting to her newfound and record fame in, of course, a demure and mindful way.

From Humble Beginnings to TikTok Fame

"One day, I was playing cashier and making videos on my break. And now, I'm flying across the country to host events," said Lebron in a TikTok video talking about the changes in her life.

Jools Lebron's story is one of determination and authenticity. Born and raised in the U.S. with ancestors in Puerto Rico, Jools didn't start off with a silver spoon. She was working as a cashier in a Mariano's supermarket in Illinois when she began experimenting with TikTok during her free time.

What started as a hobby quickly evolved into a platform where she could share her thoughts and perspective on life. Mostly, she was posting make-up tutorial videos and content about her Bratz doll collection. Then came her August 2, 2024, 17-second video titled "How to be demure at work."

"See how I do my makeup for work? Very demure, very mindful. I don't do too much. I'm very mindful while I'm at work. See how I look? Very presentable. 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," she said in the TikTok video that propelled her and the word "demure" into the spotlight.

Then came the madness. Her audio is everywhere. At the time this story was being written, her video was well on its way to 44 million views.

Her content, often featuring peaceful settings, soft-spoken affirmations, and minimalist aesthetics, quickly gained traction among TikTok users. Jools Lebron has now 1.8 million followers on the platform and has collaborated with brands like Verizon and Netflix.

On Monday, Ru Paul invited her to share the spotlight at the Jimmy Kimmel Show. It was a special moment for transwomen in general, trans influencers and transgender Latinas.

Tiktok had already changed her life

"I was like, let's go very natural. Let's not do too much. So then I was like, I don't show up to the first day with a green cut crease. I don't show up looking like a clown, but I was really referencing how I had shown up at another job," she explained in an interview with CBS Mornings.

"When I did start making TikToks, I found more girls like me. I found girls who are plus size who are trans, who are having the same experiences that come uniquely with that set of combinations," she explained. And now, the world has gone "very demure, very mindful."