Woman behind new ‘Demure’ trend can finally pay for gender transition after single-handedly starting Gen Z craze

If you're aged between 12 and 27 and you've been scrolling through social media in recent weeks, then the chances are that you've already come across people talking about to be 'very demure, very mindful' in various social settings.

And in delightful news broken this week, it has been revealed that content creator Jools Lebron, the woman who kickstarted the 'demure' trend, can finally fulfil her wish of undergoing a gender transition procedure, with the trend now having taken the internet by storm.

If you're unfamiliar with what we mean when we speak of being 'Demure' - or you've been living under a rock since July - please allow us to fill you in.

What is 'Demure'?

Technically speaking, 'demure' isn't a new word, of course.

For years, it has been defined as the act of being reserved, modest, shy and aloof, with the adjective typically being to describe the expected nature of a woman.

Now, however, a batch of 20-somethings have given the word a whole new meaning, and basically - it's all a bit of a joke.

The 'demure' trend seems to poke fun at the influencer minefield of relentless new aesthetics and 'cores' that we're all sick of trying to keep up with.

First, we were 'clean girls' with our 'glass skin' and perfectly slicked-back hair.

Then we were 'mob wives', donning heavy eyeliner and cheetah print, and recently we've all been trying to live our best 'brat girl summers', fiending ciggies off strangers, wearing last night's make-up and attempting to be branded 'total chaos' by anyone that lays eyes on you.

So, really, the new 'demure' trend self-consciously makes fun out of ever-rotating conveyor belt of social media trends and buzzwords.

Who is Jools Lebron?

Despite the trend being total satire, it was originally kicked off by social media star Jools Lebron.

The beauty influencer and all-round icon took a step away from her traditional content earlier this month when she described how she gets ready for work, inadvertently setting off a blazing social media fire which refuses to be put out.

Filming herself in the car and pouting, she explained: "I don't come to work with a green cut-crease. I don't look like a clown when I go to work.

"I don't do too much, I'm very mindful at work. See how I look very presentable? The way I came to the interview is the way I go to the job."

Lebron went on to joke: "A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma."

What has the trend meant for Jools?

Since posting her clip, millions of fellow content creators, social media stars, and even red carpet celebrities have jumped on the bandwagon, professing how 'very demure, very mindful' they are.

As such, Jools has become one of the most talked-about internet sensations of today.

She now boasts an incredible 1.6 million followers on the video-sharing app, as well as a staggering 98.9 million likes.

It isn't just social media-based wins that Jools' unexpected stardom has afforded her, however, as this week, she has revealed that she's been able to receive gender reassignment surgery.

Jools - who identifies as a transgender woman - announced the exciting news on TikTok once again, encouraging her followers to always follow their dreams, even if that is as simply as posting a video.

"Hey, um, maybe you should make the videos," she says, wiping away tears.

"Because one day, I was playing cashier and making videos on my break, and now I'm flying across the country to host events, and I'm going to be able to finance the rest of my transition."

Smiling, Jools added: "Finally, I said it without crying!"

Taking to the comments below, hundreds of fans offered their congratulations to the star by quoting her iconic phrase, of course.

"See how she encourages other towards success? Very mindful, very demure, very community minded," one teased.

Another wrote: "Hope your transition goes smoothly and very demure."

"You see how she never gave up? Very demure," a third gushed.