The term 'demure' became a household phrase in 2024 thanks to TikTok influencer Jools Lebron, known for her makeup tutorials and engaging personality.
With 1.6 million followers on TikTok, Jools emphasizes the importance of looking presentable from interviews through to work, contrasting typical appearances.
Reflecting on her rapid success, Jools expressed feeling overwhelmed yet excited, stating, 'But I’m living my fucking dream bitch!' during a heartfelt video.
The 'demure' trend, sparked by Jools, attracted celebrity participation, including Lizzo and SZA, showcasing its influence in popular culture.
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