You might have come across the phrase “very mindful, very demure” while scrolling through social media, or heard it from friends. This saying has surged in popularity thanks to a viral internet trend sparked by Jools Lebron, a Chicago-based TikTok content creator.
This trend began when Jools Lebron (@joolieannie on TikTok) posted a video on August 2nd titled “How to be demure at work,” which quickly went viral. In the video, Lebron playfully demonstrates her work arrival routine, stating, “You see how I come to work? Very demure. I do my makeup, I lay my wig, I do a little braid.” She adds perfume and humorously emphasizes, “Very demure. Very mindful. Let’s not forget to be demure, divas.”
@joolieannie#fyp #demure @OAKCHA @Paul | Fragrance Influencer
Following the initial viral video, Lebron continued creating numerous videos showcasing everyday activities performed in a “very demure” manner. These ranged from ordering food and getting manicures to boarding airplanes and even applying deodorant. The trend rapidly expanded across the internet, with others joining in on TikTok and Instagram, utilizing the “template” feature to create their own “demure” content.
Lebron, a transgender woman who uses she/her pronouns, acknowledged her newfound fame in a video for her 1.4 million followers (@joolieannie). She expressed gratitude for the opportunities arising from the trend, stating it would enable her to finance the remaining steps 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,” she shared, highlighting the unexpected and positive impact of the “demure” trend on her life.
Demure Definition: Understanding the True Meaning
So, what does “demure” actually mean? According to the Merriam-Webster dictionary, the definition of demure is an adjective that describes someone as “affectedly modest, reserved, or serious,” and also “coy.” Essentially, to be demure implies a certain level of modesty and reserve in behavior and appearance. It often suggests a quiet and perhaps even innocent demeanor.
However, it’s important to note the nuance in the definition. The word “affectedly” suggests that demureness can sometimes be perceived as artificial or put-on, rather than genuine. This layer of complexity is key to understanding how Jools Lebron uses “demure” in her viral videos.
Jools Lebron in her "How to be demure at work" TikTok video, demonstrating a playful and exaggeratedly modest demeanor.
In Lebron’s context, “demure” becomes a term of endearment and self-description, often used ironically. When she describes herself as doing daily tasks in a “very demure” way, she often adds other descriptive words like “mindful,” “cutesy,” and “considerate,” further highlighting the exaggerated and humorous nature of her portrayal. Her catchphrase, “I’m not like you other girls,” adds another layer of playful irony, gently mocking stereotypical expectations of women and their behavior.
In one video, Lebron illustrates this point perfectly: “You see how I do my makeup for work? Very demure, very mindful,” she explains. “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.” This clearly showcases her comedic approach, contrasting the traditional understanding of “demure” with her own exaggerated and playful interpretation.
Is the “Demure” Trend Serious or Satirical?
The internet’s response to the “demure” trend, ranging from fellow TikTok creators to celebrities like Kim Kardashian (@chrisappletonhair on TikTok), indicates that most people are in on the joke. But was the “demure” trend always intended to be humorous?
Jools Lebron has clarified that her videos are “obviously” intended as a joke, although she acknowledges that the irony might be lost on some viewers. She even explained that her initial joke about avoiding “green glitter cut crease” makeup was self-referential, poking fun at a style she herself had previously embraced. This self-awareness further cements the satirical nature of the “very demure” trend.
Ultimately, the “very demure” trend serves as a playful and ironic commentary on societal expectations surrounding modesty and behavior. By exaggerating the concept of “demureness,” Jools Lebron has not only created a viral internet sensation but also sparked a conversation about the multifaceted nature of language and how meaning can be reinterpreted and embraced in new and humorous ways within online culture.
