Viral phrase to cultural phenomenon, Jools Lebron is a powerhouse. Nearly a year after sparking the uber-viral “Very Demure, Very Mindful” trend, her impact has only grown. She recently snagged the 2025 Webby Crush the Internet Award for her undeniable fingerprint across digital.

Known for her unfiltered humor, sharp pop culture takes, and serious love for not taking things too seriously, Jools has quickly become one of the most original voices on the Internet. We caught up with her at the Webby’s first Creator Weekend to unearth what she’s learned in the past year.

In our latest edition of Feedworthy, she unpacks what fuels her creativity, what’s next for her platform, and her social media ins and outs.

What inspires you online? Who or what is on your mood board?

It’s obviously always Beyoncé. One hundred percent. Mariah Carey. All my divas who are on TikTok. There are so many that come to mind, but all the creatives, all the people who are putting energy into their content, who are just being themselves. Those are my favorite types of people who are on my mood board. Just keeping it real. People who are unabashedly themselves. They don’t give a fuck who sees what, who feels what. They’re like, “I’m gonna post this. And if you don’t think it’s funny, that’s between you and God.” And I love that.

Who are some of your favorite creators? 

Off the top of my head: Makeup Shayla, Jackie Aina.

Who’s your dream collaboration?

I would love to collaborate with MAC Cosmetics. I’ve always loved it, back in the day when they did collaborations. I’d love to have my own lipstick. And my own collection with different colorways. I’d love that.

If you have to describe the content that you create in three words, how would you describe it? 

Authentic, goofy, and just very unserious. It’s very unserious, but it’s also a good time. We’re here for a long time, not a good time. Oh, no—the way around. We’re here for a good time, not a long time. You gotta be the real diva, be your authentic self.

Tomorrow, you’re going to be presented with your Webby Award. How do you feel? 

I’m nervous. I feel like first of all, I’d love to thank Turbo, my dog. I was just thinking, right now, my dog’s literally with my mom. And all those videos I was making, he would sometimes be in the back seat of my car, just hanging out. That’s what I think about when all these awards happen: that I wish he were here with me. My necklace has a T on it for Turbo.

Tomorrow, when I’m gonna be presented that award, I’m thinking about all the people who helped me get here and all the things I went through to get here. And all the beautiful moments that I’ve been able to have. So many beautiful moments that were such blessings and such a privilege to have experienced. Just thinking about those moments when that’s gonna happen because that’s what made it happen.

What’s your favorite moment from your career so far?

So, I did a partnership with Airbnb. My grandma, she’s never been back home to Puerto Rico in a sense that wasn’t for a funeral or for something serious. I was able to take her on a ten-day vacation where it was just the two of us and a big Puerto Rico mansion, and we had nothing to worry about. She always talks about that trip. I think that that was my favorite moment, definitely.

What are your social media ins and outs? 

Social media ins: less curated, less cookie cutter, less by-the-book, less posting what we think we should post. Posting everything you wanna post. No more—someone was like “Oh, I’m on my, TikTok alt.” And I’m like, an alt on TikTok? Girl, this is the one place we should be wild. TikTok is the alt. So, just being your authentic self, because I really think life opens up when you do and beautiful things happen when you really lean into yourself. I really think that we all, truthfully, can make anything happen for ourselves. And I think that when you lean into the power that you really have, beautiful things come.

What’s next for you? What can we expect to see soon?

Hopefully, we’re working on some things that might put us on mainstream media. I really love that idea because I’d love to pivot into doing more mainstream media. I haven’t really talked about that too much, but that’s something I’d really love to pivot into. Or even doing the Golden Globes, Emmy red carpet interviews. I feel like I have the right energy. Sometimes I watch Nicole Byer clips and I’m like, “Ah, me! That’s me.”

And, you know, just being a property owner, being a fierce diva, being a dog mom.

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