IF YOU’VE been on TikTok any time in the past few weeks, you may have seen several people saying “very demure, very mindful,” over and over again in their videos.
If you don’t know what the hell is going on, look no further than the page of popular content creator, Jools Lebron.
Jools, who has been identified as the creator of this new trend, has gotten famous for jokingly telling women to be “demure and mindful,” at all times, whether it be at work, outside, or when doing things like putting on their makeup and ordering food.
She offers tips on how to look presentable, cutesy, respectful, and – above all – how to not be doing too much in your daily life.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
Her hilarious line delivery and quick wit have quickly made her very popular on the app, as seen in how she now has over 1.7 million followers.
Many people have since started using her sounds and have made parodies of her videos, with some examples being Penn Badgley, Eva Longoria, Jenna Ortega, and Ice Spice. Even The White House has used her meme format on their X (formerly Twitter) account.
Cancelling the student debt of nearly 5 million Americans through various actions.
— The White House (@WhiteHouse) August 16, 2024
Very mindful.
Very demure. pic.twitter.com/Azg6dOHiro
Now, everyone is finding ways to be demure and mindful in their daily lives, all thanks to Jools. It hasn’t just changed the lives of people on the internet, though; it’s changed that of Jools, as well.
Life-changing opportunity
In a video she posted to her TikTok page, Jools advised people: “Make the videos, TikTok changed my life.”
She discussed how one day, she was just working as a cashier and making videos while on her break, and now, she’s flying to different countries to host events, and will now be able to finance the rest of her transition.
Jools, who is transgender, will now be able to fully transition with the money she’s made from her viral TikTok videos.
In an interview with CBS Mornings, Jools also discusses how, through TikTok, she’s been able to find many people like her who are plus-sized and transgender and have gone through many of the same experiences that she has.
“Nothing has to be so serious, nothing has to be so aggressive,” Jools said with regard to the trend.
“Everything could just be very cute. We don’t do too much, we only do a little bit, I’m not crazy with it. I’m very demure.”
The success story of Jools is a much-needed reminder that while there are so many horrible things that may come out of the internet on a daily basis, there are times when it can be used for good, beautiful things, too.
As Jools advised, take the leap. Post that TikTok video and grab the opportunities you come across, and if none come, make them yourself.
After all, what’s there to lose?
