Jools Lebron, the TikTok sensation who gained fame for her catchphrase “very demure,” has recently opened up about her struggles with substance addiction following her rapid rise to fame in 2024. In a candid interview with PEOPLE magazine, Lebron discussed the drastic lifestyle changes and the tumultuous journey that accompanied her unexpected viral success.
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Initially capturing the attention of millions with a light-hearted video filmed in her car, the 32-year-old star jokingly described her makeup application as “very demure” and “very mindful.” Within weeks, her video garnered tens of millions of likes and propelled her into the limelight, leading to lucrative deals with major beauty brands and high-profile appearances including one on “Jimmy Kimmel Live.” The term “demure” even earned the title of Dictionary.com’s word of the year.
However, beneath the surface, Lebron faced a different reality. The financial windfall from her newfound fame was fueling a severe drug addiction. She candidly admitted to struggling with addiction, often engaging in what she termed “boy benders,” during which she would isolate herself with strangers and forgo responsibilities for days at a time.
By March of this year, almost two years after her viral moment, Lebron reflected on her life and made the decision to seek sobriety. “Sitting down with my thoughts and realising how far I had strayed was a turning point for me,” she recounted during her interview.
Lebron’s journey to fame was paved with challenges. Growing up in a predominantly male household on the west side of Chicago, she felt stifled in her self-expression. Her struggle with gender identity added to her difficulties after coming out as transgender, resulting in a loss of some friendships. To fill the void, she turned to YouTube and focused on reviewing toys before shifting to makeup content, but progress was slow.
The advent of TikTok in 2019 marked a significant turning point, leading to a rapid growth in her follower base and a steady stream of collaborations with beauty brands. However, this initial success spiralled into a cycle of parties and addiction that took a toll on her mental health. After a conflict with a fellow influencer led to her TikTok account being demonetised and a loss of agency representation, Lebron found herself homeless and broke.
Back at her mother’s home, a chance encounter with a fan while working at a grocery store pushed Lebron to create the viral video that ultimately changed her life. “I was in such a dark place, and then this moment of inspiration came,” she recalled, leading to the recording of her “very demure” video, which she posted almost on a whim.
As her fame surged once more, so did her addiction. The pressures of being in the public eye led her down a familiar path of substance misuse. The cycle of fame proved escapable only during the moments when brand deals began to dwindle, exacerbating her feelings of being undervalued within the industry.
“I realised that a lot of this job is out of my control,” she admitted. “The only thing I could truly govern was my sobriety.” This realisation spurred her to confront her addiction head-on.
In a recent moment of clarity after a four-day binge, Lebron recognised the stark contrast between her initial fun experiences and the isolating reality she had created for herself. Determined to reclaim her life, she commenced her recovery process, leading her to strengthen her relationships with friends and family while focusing on her physical and mental health.
Post-recovery, Lebron is keen on exploring new professional avenues, launching her podcast “Going Viral” on Patreon and securing fresh brand partnerships. She enthusiastically states, “I’m nurturing Jools as a person because she has a lot of passions. That’s what I am focusing on right now.”
As Lebron moves forward, she embodies resilience and determination, vowing to grow and learn from her past experiences while continuing to entertain and inspire her audience in healthier, more fulfilling ways.