In 2024, Jools Lebron was in her car, taking a break from her supermarket job, when she posted a TikTok video that would change her life. 'You see how I do my makeup for work? Very demure, very mindful,' she said. The video exploded, but the ensuing fame brought unexpected turmoil.
The Viral Explosion
Within days, Lebron's phrase became a meme, adopted by NASA, the White House, and Khloé Kardashian. Offers poured in, but so did pressure. 'No one tells you how to handle this,' she recalls. For weeks, she was constantly traveling, and the demands became overwhelming.
Past Fame and Relapse
Lebron had previously been a successful YouTube makeup artist after transitioning, but an online feud led to lost deals, a cocaine habit, and being dropped by management. She returned to a normal job, only to be thrust into viral fame again.
'At first, it was confusion, then fear,' she says. Brands sent hundreds of packages daily, many stolen. One deal collapsed after theft delayed a promotion, and agencies spread rumors about her reliability. She felt used, with brands seeking only a viral moment.
Behind the Scenes: Assault and Isolation
Just after going viral, Lebron was assaulted by a man she met online. She had no time to process it, as those around her prioritized momentum. 'It was heard, but it was like, we need you Tuesday,' she says. Overwhelmed, she turned to drugs again.
During Milan Fashion Week, while working with Bottega Veneta, she learned her dog was being put down. Tears ruined her makeup, and Kendall Jenner reportedly dismissed her. She left the party in tears, searching for drugs but finding none in Italy.
Suicidal Thoughts and Family Pressure
She sometimes thought death would be easier. Family relied on her financially; she paid her grandmother's medical bills and brother's debts. But the pressure mounted. 'I hate demure; I never want to hear that word again,' she admits.
After another bender, she woke up with a stranger and messaged her mother: 'I need therapy.' Now, she has a stable home and focuses on health. 'I wish I had taken better care of myself,' she says.
A New Beginning
Brands are reaching out again, and her audience is growing. 'Being yourself will always pay off,' she says. But she wants to be known as more than a meme: 'I'm Jools Lebron, a Puerto Rican girl from Chicago, transitioning and trying to recover.'
If you or someone you know is struggling, contact the Samaritans at 116 123 (UK) or the 988 Suicide & Crisis Lifeline at 988 (US).
