Unless you’ve decided to go off the grid in the last few days, chances are you’ve been seeing the word “demure” every time you go online. TikTok creator Jools Lebron popularized this trend, but what is being “very demure, very mindful” all about, and why people can’t get enough of saying this catchphrase?
Lebron attracted 1.7 million TikTok followers with her viral videos, and it all started with a clip from August 5, now viewed by over 30 million people. This video saw her explaining how important it is to go to work in a “demure and modest and respectful” manner.
“I don’t do too much, I’m very mindful at work. See how I look very presentable? “The way I came to the interview is the way I go to the job. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure,” she said in the viral video.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
After this clip blew up, Lebron shared a series of videos about being “demure” in all sorts of different situations, from traveling with family to going to Las Vegas.
Being “demure” basically means being reserved, modest, and shy, and this phrase blew up on social media after people started using it in an ironic manner. Lebron herself used it to joke about performative femininity, but some people are starting to take it seriously, including several brands such as Delta and Elf Cosmetics.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
