If you’re hearing the phrase “very demure, very mindful” everywhere these days, you’re not alone. We can thank the TikTok user Jools Lebron for this viral trend, but what does this catchphrase actually mean, and how did it grow into such a huge viral sensation?
Lebron is a TikTok creator with 1.8 million TikTok followers under her belt, and her follower count started rising after her “demure” videos went viral. The initial clip sees Lebron talking about looking “demure and modest and respectful” at work, and it attracted over 30 million views on this social media platform.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
This was only the first in the series of Lebron’s viral clips that see her explaining how to be “demure” in all sorts of different situations, from doing your nails and ordering food to going to the airport and talking to hotel staff.
“Demure” can literally be translated as reserved, modest, and shy, and Lebron told CBS Mornings “Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.”
The “demure” trend made its way to everyday life because it’s simply fun to say it, but people are also using it in an ironic fashion, as a way of poking fun at the performative femininity connected to this word.
@joolieannie Love @Longhorn Steakhouse #fyp #demure ♬ original sound – Jools Lebron
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
