How TikTok fame helped her finance her gender reassignment surgery

Beauty influencer Jools Lebron, who has recently sparked an increase in the use of the word “modest” on social media, shared an update on TikTok about how the platform has changed her life.

Jools, a transgender woman, encouraged her followers to create their own TikTok videos. She looked back on her journey, saying: “One day I was playing cashier and making videos on my break, and now I'm flying around different countries hosting events and I'm going to be able to fund the rest of my transition.”

The “low key” trend has spread rapidly on TikTok, X (formerly Twitter), and other platforms. Many attribute its viral success to a video Lebron posted on August 5 in which she talks about the importance of being low key and respectful in the workplace.

In the video that started the trend, she stresses: “I don't look like a clown when I go to work. I don't do too much, I'm very attentive at work. See how I look very presentable? The way I came to the interview, the way I go to work. A lot of you girls go to the interview looking like Marge Simpson and to work looking like Patty and Selma.”

As the video gained popularity, Lebron continued to create content for her audience, sharing tips on how to maintain a “low key” attitude in various everyday situations, such as boarding a plane, dealing with hotel staff, or straightening your hair.

With her increasing popularity, she now boasts 1.5 million TikTok followers and nearly 100 million likes on her videos. The trend has expanded beyond LeBron, with other YouTubers joining in, labeling all kinds of activities as “modest” or “not modest.”

The concept of “bratty” has evolved into more of a lifestyle than a literal interpretation of the word. Some online communities refer to the upcoming season as “bratty fall,” a stark contrast to the party-oriented “brat summer,” which was inspired by Charli XCX's album “Brat.”

While the exact definition of “modest” is elusive, embodying qualities such as mindfulness, elegance, and cuteness—without wearing flashy makeup to a job interview—seems to be the key to achieving “modest” status.