The ‘very demure, very mindful’ creator just revealed what going viral actually did to her life, and it’s a brutal wake-up call

Jools Lebron, the influencer who became globally famous for her “very demure” phrase, has opened up to her 2.3 million followers on TikTok about how her overnight success sent her into substance abuse and other dark struggles. The 32-year-old content creator popularized the phrase “very demure” throughout summer 2025 and candidly shared that the social media spotlight had a devastating “dark side” for her.

Lebron, who is from Chicago, revealed that her battle with drugs and alcohol was directly triggered by her rapid rise to internet fame. “Going viral ruined my life,” she confessed in a video shared on Monday. “It let me fall down a slope of [insobriety] that ruined my life.”