It’s not just you. The word “demure” is being used to describe just about everything online these days. It all started earlier this month — when TikTok creator Jools Lebron posted a video that would soon take social media by storm. In just a matter of weeks, Lebron’s “very mindful, very demure” words have become the latest vocabulary defining the internet’s summer — and the skyrocketing fame of the trend also holds significance for the TikToker herself. Lebron, who identifies as a transgender woman, said last week that she’s now able to finance the rest of her transition. Over recent years, a handful of online creators have found meaningful income after gaining social media fame — but it’s still incredibly rare.
