The word ‘demure’ has been circulating social media lately, but where did it actually come from, and how has it led to someone finally being able to complete their transition?

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After becoming a viral sensation, millions of TikTok users started using ‘demure’ as part of their everyday vocabulary – and for some, it was an earworm you can’t get rid of. However, this word isn’t new; the first known use of this adjective was in 1377 – during the Middle English period.

According to the Oxford Learner’s Dictionaries, the meaning of this word is “behaving in a quiet, shy way that does not attract attention,” and during the late Middle English period, “sober, serious, reserved.”

Jools Lebron and the viral TikTok

The trend first surfaced with Chicago-based creator Jools Lebron posting the first of three short videos being posted to TikTok on the 2^nd of August 2024, titled “How to be demure at work.” The next post in this series was on the 5^th, which is now pinned at the top of her account on the platform.

This video – titled “How to be demure and modest and respectful at the workplace” – quickly shot to viral fame, reaching over 53.7 million viewers.

Before becoming a viral sensation, Lebron was working as a cashier in Illinois, posting make-up tutorials and GRWM (get ready with me) videos, as well as posting about her impressive collection of Bratz Dolls – previously sharing that she has an ‘emotional support Bratz doll’ that she likes to keep with her. In 2023, she even partnered up with another viral beauty influencer Patrick Starrr on a beauty campaign on Starrr’s own brand One Size.

Finding herself and funding the transition.

Jools Lebron has opened up about her life as a trans woman, posting a video on TikTok on her platform in March 2023 exploring her coming out journey. She had mentioned it was through watching other transgender social media influencers – such as Gigi Gorgeous, La Demi, and Nikita Dragun – that led her to realize that she was a woman. It was these fellow influencers that had inspired Lebron to be honest about her identity, especially as she didn’t have many trans role models in her life.

It was with many thanks to her viral TikTok videos that Lebron had been able to fund her transition – something that would typically cost anywhere from $60,000 - to $140,450, with an additional $1,500 a year for hormone therapy, unfortunately, as most healthcare insurance companies don’t offer gender reassignment as part of their coverage.

Even though the word “demure” might have originated centuries ago; its resurgence as this viral moment of 2024 has created a sort of ripple effect, far beyond the original meaning. Jools Lebron’s story can only attest to the power of social media – where a single word, shared by millions, can lead to a life-changing outcome. For Lebron and her followers, “demure” has become a symbol of authenticity, courage, and even community.

As the trend continues, it’s clear that social media can unite people – providing not only entertainment but also a platform for people to share their journeys, find acceptance, and lead to opportunities to achieve dreams. In a world where finding a connection is just a screen-tap away, the “demure” trend reminds us that sometimes, a single word or a catchy phrase is all it takes to make a difference.