NewsWBEZ ChicagoJune 29, 2026United States
Influencer Jools Lebron Shares Journey to Sobriety After Viral Fame
TikTok star Jools Lebron, known for her viral 'very demure' catchphrase, has opened up about her struggle with cocaine addiction following her sudden rise to fame. Now sober, she is working to rebuild her career and advocate for trans women of color in the beauty industry.
Read the full story at WBEZ ChicagoWhy It Matters
The story highlights the personal and financial challenges faced by social media influencers who experience rapid fame and the subsequent impact on their mental health and personal stability.
Key Facts
- Jools Lebron earned an estimated $500,000 between the end of 2024 and mid-2025.
- The 'very demure' video has reached 57.5 million views.
- Dictionary.com named 'demure' the word of the year in 2024, noting a 1200% increase in usage.
- Jools Lebron is a 33-year-old trans woman based in Austin.
- Lebron previously worked at a Mariano’s grocery store in Western Springs.
- Lebron attended the Paul Mitchell school in Chicago for cosmetology.
- Lebron was previously dropped by her management after making comments regarding the war in Gaza.
- Lebron has publicly disclosed her recovery from cocaine addiction.
Who's Mentioned
personJools Lebron“TikTok influencer and subject of the article”organizationLyft“Brand partner”organizationVerizon“Brand partner”personSage Bash“Friend of Jools Lebron”personEsther Fregoso“Mother of Jools Lebron”personChristina Steed“Marketing consultant and professor”organizationDictionary.com“Selected 'demure' as word of the year”