Jools Lebron

Jools Lebron is an American TikToker. Her August 2024 videos about being "demure" at the workplace went viral and acquired several million views, with multiple celebrities, companies, agencies, and brands using the phrase in their online marketing and social media posts. She attracted further coverage after appearing on Jimmy Kimmel Live! and after unrelated parties tried to trademark phrases related to the phrase. "Demure", popularized by Lebron, became Dictionary.com's word of the year in 2024.