Jools Lebron

Jools Lebron (born ) is an American TikToker. Her August 2024 videos about being "demure" at the workplace went viral and acquired several million views, with multiple celebrities, companies, agencies, and brands using the phrase in their online marketing and social media posts. She attracted further coverage after appearing on Jimmy Kimmel Live! and after unrelated parties tried to trademark phrases related to the phrase. "Demure", popularized by Lebron, became Dictionary.com's word of the year in 2024.

Career

Lebron worked as a cashier at Mariano's in Illinois. She posted make-up tutorial videos and posted content of her Bratz doll collection to TikTok. Companies, agencies, and brands including NASA have also used the phrase in their online marketing and social media posts. By August 25, 2024, her following had grown to two million people.

On August 19, 2024, Lebron made an appearance as a guest on Jimmy Kimmel Live!.

"Very demure, very mindful" In August 2024, Lebron's catchphrase "very demure, very mindful" became widespread on TikTok. The verbal trend based on the satirical phrase is believed to mock "influencer trends like the 'clean girl' aesthetic", according to The Independent, and involved participation from beauty brands.

TMZ reported that a man from Washington filed to trademark Lebron's catchphrase with the intention to use it for marketing, promotion, and advertising. Following this incident, and several other separate incidents where individuals unrelated to Lebron attempted to file trademarks related to the word 'demure', she filed for two herself.

Personal life Lebron is a trans woman of Puerto Rican heritage.