For Jools, being "demure" and "cutesy" is more than just a look; it's a personality trait. She shared a TikTok video on "how to be demure at work," not expecting the trend to take off the way it did. Jools felt like a Bratz doll that day and decided to playfully embrace the demure concept with her makeup and style. The buzz around the trend led to a shift from a "Brat summer" to a "demure fall," surprising Jools with the impact of her video. She expressed her excitement at the unexpected attention, finding it amazing and iconic that her take on demure resonated with so many people.

"I'm not messy or mean or jealous, I'm cutesy," Jools explains. She describes herself as demure, reserved, and mindful of others' feelings. Since her first TikTok went viral, gaining over 4 million likes and two million followers, Jools has seen celebrities like Olivia Rodrigo and Jennifer Lopez join the "demure" trend. Despite the attention from stars and her late-night debut, Jools finds the success surreal, especially as a transgender creator. She expressed gratitude for TikTok changing her life, enabling her to finance her transition and pursue new opportunities beyond her previous expectations. 

For Jools, she says she “loves” the impact she’s made with her videos and doesn’t want to shy away from appreciating it. 

“I hope that the girls realize we’re really all in this together,” she says. “Trans or not, we are just making jokes and laughing.” 

“Being demure together just means we’re having this gorgeous time of appreciation," she adds.