If you’ve been scrolling through TikTok lately, you might have noticed a new buzzword taking over your feed: “Demure.”
But this isn’t your grandmother’s idea of demure—it’s all thanks to TikToker Jools Lebron, whose humorous and viral videos have turned the concept into a full-blown trend.
This trend is taking social media by storm faster than you can say, “very mindful.”
So, what’s all this fuss about being demure?
Jools Lebron is the TikToker behind the viral ‘very demure’ trend, which is all about being modest, mindful, and, of course, cutesy. It all started when Lebron posted a 38-second TikTok showing off her work makeup look and contrasting it with her usual, more artistic styles. In the video, she emphasized the importance of looking professional at work, using the now-iconic phrases “very demure, very mindful,” and poked fun at others who don’t. The video quickly went viral, racking up millions of views and inspiring countless other TikTokers to declare what is and isn’t “demure.”
The Rise of the ‘Very Demure’ Trend
Jools Lebron first introduced the trend on August 2, 2024, with a simple video explaining how she presents herself at work.
“See how I look very presentable? The way I came to the interview is the way I go to the job,” Lebron says in the video. She humorously critiques those who don’t follow this advice, comparing them to cartoon characters Marge Simpson and her sisters, Patty and Selma.
The video’s campy delivery and quotable lines quickly struck a chord with viewers.
Since then, Lebron’s “demure” videos have become a staple on TikTok, with millions of users jumping on the trend.
The trend has spread like wildfire, with TikTokers using Lebron’s audio to create their own “demure” scenarios. From how to eat a croissant demurely to blocking an ex with class, the possibilities seem endless. Even celebrities like SZA have jumped on the bandwagon, lipsyncing to Lebron’s iconic lines.
TikTokers are finding ways to be “very demure” in every situation.
Lebron herself has leaned into the trend, creating dozens of follow-up videos that expand on what it means to be demure. In one of her most popular posts, she explains how being demure is all about mindfulness and moderation.
“We don’t do too much. We only do a little bit. I’m not crazy with it. I’m very demure,” she says.
The trend has also transcended TikTok, with celebrities like Lizzo and Jamie Lee Curtis, as well as brands like Netflix, joining in on the fun. Even other social media platforms like X (formerly Twitter) have seen an influx of demure-related content, proving that the trend is not just a fleeting moment but a cultural wave.
But it’s not just about the laughs. For Lebron, the trend has had a profound impact on her life.
As a transgender woman, Lebron has used her newfound fame to connect with others in the trans community and has even been able to finance her gender transition thanks to her TikTok success. In a candid video, she shared,
“One day, I was playing cashier and making videos on my break, and now I’m flying across countries to host events, and I’m gonna be able to finance the rest of my transition.”
The “demure” trend has even spawned its own merchandise line, with fans clamoring for t-shirts and mugs emblazoned with Lebron’s catchphrases. It’s become a full-blown cultural phenomenon, with the hashtag #demure garnering over 78,000 videos on TikTok.
But what’s next for the queen of demure? As the trend continues to evolve, it’ll be interesting to see how Lebron navigates her newfound fame.
Will “demure” have staying power, or will it fade into the depths of internet history like so many trends before it?
One thing’s for sure – Jools Lebron has tapped into something that resonates with people. In a world that often feels chaotic and overwhelming, there’s something oddly comforting about the idea of being “very demure, very mindful.”
So, what do you think? Are you ready to embrace the demure lifestyle? Or do you think this trend is just another TikTok flash in the pan?
Averagebeing’s Take: The “very demure” trend isn’t just about being mindful; it’s a clever mix of humor, self-awareness, and social commentary. Lebron’s humor gives us permission to laugh at ourselves and maybe, just maybe, not take life so seriously all the time.
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