'Very mindful, very demure' creator Jools Lebron can finance her transition thanks to the trend
If you've been online in the past week, you're probably familiar with the "very mindful, very demure, very cutesy" agenda. It's a phrase beloved by pop stars and politicians alike — having been seen on the feeds of J.Lo and the White House — and all that attention has made it possible for its creator, TikTokker Jools Lebron, to finance the remainder of her gender transition.
In a TikTok posted earlier this week, Lebron described how much change her videos — most of which describe the ways she stays "very mindful, very demure, very cutesy" throughout the day — have brought to her life in such a short time.
"Hey pendeja," she tells the viewer, using the Spanish word for idiot, "Maybe you should make the videos because one day I was playing cashier and making videos on my break and now I'm flying across country to host events and I'm going to be able to finance the rest of my transition."
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In another video, Lebron explains that while she has been overwhelmed by all the attention, she is living her dream.
Madison Werner, a trans content creator who posts about social justice issues affecting her community, noted on Instagram that Lebron's success is a win for trans women everywhere. "Trans women are gender experts via lived experience," she wrote. "The 'demure' trend is a comedic commentary on, and a reclamation of, an [sic] historically oppressive ideal of femininity... for some trans women, this 'quiet elegance' is a form of survival."
Lebron has been booked and busy since her approach to life took off online. Dozens of major brands regularly comment on her TikTok videos, and she has attended events in New York for beauty brand Patrick Ta and collaborated with Kombucha brand GT's Synergy in Los Angeles.
Her most-watched video as of publishing is one in which she describes how she shows up to work which is, of course, "very modest, very mindful." It has more than 30 million views.
Topics TikTok
Elizabeth is a digital culture reporter covering the internet's influence on self-expression, fashion, and fandom. Her work explores how technology shapes our identities, communities, and emotions. Before joining Mashable, Elizabeth spent six years in tech. Her reporting can be found in Rolling Stone, The Guardian, TIME, and Teen Vogue. Follow her on Instagram here.
