If you’ve been scrolling through Instagram or TikTok lately, you might have stumbled upon something “very mindful, very demure.” It’s not just a passing phrase—it’s the latest viral trend taking over the internet, all thanks to a Chicago-based TikTok creator known as Jools Lebron.
On August 2, Jools Lebron posted a video titled “How to be demure at work,” which quickly caught fire online. In the video, she says, “You see how I come to work? Very demure,” as she details her routine of doing makeup, laying her wig, and adding a little braid. She tops it off by spraying perfume in her car, reminding her followers to be “Very demure. Very mindful. Let’s not forget to be demure, divas.”
Since that initial post, Jools has created dozens of now-viral videos showcasing how she tackles everyday tasks in a “very demure” manner. Whether she’s ordering food, getting manicures, boarding airplanes, or even applying deodorant, Jools does it all with a touch of demure flair.
The Internet's Embrace of "Demure"
The trend has exploded, with countless TikTok and Instagram users jumping on board, utilizing the platforms’ “template” feature to create their own “very demure” content. While it’s hard to pinpoint exactly how many followers Jools has gained from the trend, it’s clear that it has had a significant impact on her life. In a video for her 1.4 million followers, Jools, who is transgender and uses she/her pronouns, shared that her newfound fame will now allow her to finance the rest of her transition.
“One day I was playing cashier and making videos on my break, and now I’m flying across the country to host events,” Jools said, reflecting on how quickly her life has changed.
What Does "Demure" Actually Mean?
According to Merriam-Webster, “demure” is an adjective meaning “affectedly modest, reserved, or serious.” However, Jools has given the word her own unique twist, using it as a term of endearment to describe her approach to everyday tasks. When she says she’s doing something in a “very demure” way, she often pairs it with other words like mindful, cutesy, and considerate.
In a video posted on August 5, she says, “You see how I do my makeup for work? Very demure, very mindful. I don’t look like a clown when I come to work. I don’t do too much. I’m very mindful while I’m at work.”
Is the "Demure" Trend Serious or Just a Joke?
From fellow TikTok creators to A-list celebrities like Kim Kardashian, it seems everyone is in on the joke. But did the trend start out that way? Jools has made it clear that her videos are “obviously” a joke, although not everyone seems to get the irony. The original joke about not showing up to work with “green glitter cut crease” makeup was, in fact, poking fun at something Jools herself used to do.
Regardless of whether every commenter understands the humor, most creators following the trend are doing so with the same ironic tone Jools intended. Some are even using the trend to highlight serious issues, from voter registration to mental health awareness.
In recent days, the trend has even spilled over into politics, making its way into discussions about the presidential race.