Jools Lebron, the TikTok sensation behind the viral “demure” trend, has transitioned from working as a cashier to becoming a full-time content creator. Her viral video, which has garnered widespread attention, has not only led to substantial brand partnerships but also enabled her to continue funding her gender transition.
Lebron’s breakthrough video was posted on August 5. In the 38-second clip, she demonstrates her makeup routine with a humorous critique of how others present themselves at work. “See how I do my makeup for work? Very demure, very mindful,” Lebron says in the video. “I don’t do too much. I’m very mindful while I’m at work. See how I look? Very presentable. A lot of you girls go to the interview, looking like Marge Simpson and go to the job looking like Patty and Selma, not demure.”
View this post on Instagram
Although Lebron had been posting content for some time, this particular video resonated profoundly with viewers. Within days, it began accumulating millions of views and has since reached nearly 36 million. Her follower count has surged to almost 2 million. The rapid rise in popularity has led to appearances on high-profile platforms, including *Jimmy Kimmel Live!* with RuPaul and collaborations with notable figures such as celebrity hairstylist Chris Appleton. Additionally, celebrities like Lindsay Lohan and Jamie Lee Curtis have joined the trend by spoofing her original video.
Brands have quickly recognized Lebron’s influence. Verizon was the first to strike a dedicated sponsorship deal with her, which went live on August 19. In the collaboration, Lebron promotes Verizon’s old-phone trade-in program. In the sponsored post, she encourages viewers to trade in their “musty diva” for a “demure diva” with Verizon’s service. “We don’t have a crunchy phone. We don’t do a cracked screen. I’m not typing on my phone and getting cuts on my fingers. That’s why I partner with Verizon,” Lebron states in the video. “She keeps it elegant, she keeps it cutesy, she keeps it classy. She does red, she doesn’t do hot pink. She’s not crazy. She’s very demure.”
The Verizon clip has already accumulated nearly 1 million views within 24 hours. Leslie Berland, Verizon’s Chief Marketing Officer, expressed enthusiasm about the partnership, stating, “We’re thrilled to be Jools’ first big brand partner on TikTok, and we’re loving the excitement from our customers and Jools fans around the world.”
The brand engaged influencer agency Poster Child to broker the partnership and will be working with Poster Child on an ongoing basis.
ADVERTISEMENT
Lebron herself expressed excitement about the collaboration, saying, “My first sponsored demure! I absolutely love the phone I received, considering I wouldn’t be here without my phone, it was extremely mindful of Verizon to help the diva out. They let the diva be the diva and we had an awesome time filming.”
@joolieannie
Other brands have also quickly engaged with Lebron. Synergy Kombucha organized an event for her in Los Angeles, and on August 19, Lyft featured her in an ad discussing respectful treatment of rideshare drivers. In the Lyft collaboration, Lebron appears in a discussion about treating drivers well, emphasizing that “it is not very cute to berate an underpaid, under-benefited workforce.”
The rapid response from brands underscores the growing trend of companies eager to collaborate with creators who are at the forefront of viral trends, particularly those popular with Gen Z.
Lebron reflects on how her newfound fame has transformed her life. “Maybe you should make the videos, because one day, I was playing cashier and making videos on my break,” she shared in an August 14 video. “Now I’m flying across countries to host events, and I’m going to be able to finance the rest of my transition.”
ADVERTISEMENT
