‘Very reserved’ TikToker Jools Lebron explains the viral trend and how to embody her ‘very mindful’ example

The word “demure” appeared seemingly out of nowhere on the internet this month, sparking a cultural conversation. The beauty influencer who started the viral trend, Jools Lebron, told CBS Mornings about the inspiration behind her popular demure video — and what the word means to her.

“Your restraint means it to you. It means being mindful and considerate of the people around you, but also of yourself and the way you present yourself to the world,” Jools told “CBS Mornings.”

Background story of the “restrained trend”

The “modest” trend began in early August when Jools posted a 38-second video showing off her professional makeup look.

“See how I do my makeup for work? Very low key, very attentive. I don't do too much. I'm very attentive while I'm at work. See how I look? Very presentable. A lot of you girls go to the interview and look like Marge Simpson and go to work and look like Patty and Selma, not low key,” she said in the TikTok video that put the word “low key” in the spotlight.

At the time, Jools told CBS Mornings, she was working as a cashier and posting content from her car – not knowing her videos would reach millions. Her “modest” theme was a reference to another video in which she opted for a more natural look for her first day at a new job, after initially wearing a more dramatic makeup style in a previous job.

“I thought, let's go natural. Let's not do too much. So I thought, I'm not going to show up on the first day with a green crease. I'm not going to show up like a clown, but I was really referencing how I performed at another job,” she explained in an interview with “CBS Mornings.”

What does “reserved” mean?

Jools, known as “joolieannie” on TikTok, said her version of “low-key” isn't just about looks; it's a statement of confidence and self-esteem.

“We're all like that; we agree, nothing has to be so serious. Nothing has to be so aggressive. Everything could just be very sweet. Although, you know, we don't do too much. We just do a little bit. I'm not crazy about it. I'm very low key,” she said.

With millions of TikTok With 1,000 views and a growing fanbase, Jools is redefining what it means to be “low key” in the digital age. For Jools, it's not just a saying – it's a way of life. She uses “low key” not only to describe her classic, understated style, but also as a playful nod to her identity as a trans woman.

“When I started making TikToks, I found more girls like me. I found plus-size girls who are trans and who are going through the same experiences that that combination uniquely brings,” she explained.

Jools said she was surprised by what the video turned into. Although she's tried different types of content over the years – from makeup tutorials to videos about Bratz dolls – nothing has been as well received as her recent “humble” series. The platform has had a significant impact on Jools' life and opened up branding opportunities for her.

As her popularity continues to grow, Jools remains committed to spreading a positive message, encouraging others to find their own meaning in 'holding back' and to be mindful and considerate in the way they present themselves.

“Your restraint means something to you. It means being mindful and considerate of the people around you, but also of yourself and the way you present yourself to the world,” she said.