You might have come across the phrase “very mindful, very demure” while scrolling through social media, or perhaps heard it from friends. This catchy saying is at the heart of the latest internet sensation, all thanks to Jools Lebron, a creative content maker from Chicago who’s taking TikTok by storm.
Jools Lebron, known on TikTok as @joolieannie, is the originator of this trend. She posted a video on August 2nd titled “How to be demure at work,” which quickly went viral and launched “demure” into the internet lexicon.
In the now-famous video, Lebron playfully demonstrates her approach to work, stating, “You see how I come to work? Very demure.” She elaborates by showcasing her beauty routine – doing her makeup, styling her wig, and adding a braid. Before heading into work, she even spritzes herself with perfume in her car, all while declaring, “Very demure. Very mindful. Let’s not forget to be demure, divas.”
@joolieannie#fyp #demure @OAKCHA @Paul | Fragrance Influencer
Following her initial viral hit, Lebron continued to create numerous videos demonstrating how to perform everyday activities in a “very demure” manner. These ranged from the mundane, like ordering food and getting manicures, to the more unusual, like boarding airplanes and even applying deodorant.
This series of videos sparked a widespread internet trend, rapidly spreading across TikTok and Instagram, fueled by the platform’s “template” feature that makes it easy for others to join in and create their own “demure” content.
Image: News snippet featuring a police officer, unrelated to the “demure” trend, illustrating typical news website sidebar content.
In a subsequent video addressing her 1.4 million followers, Lebron, who is transgender and uses she/her pronouns, revealed that her newfound viral fame is life-changing. She expressed gratitude that the trend will enable her to fund the remaining steps of her gender transition journey.
“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 incredible impact of the “demure” trend on her life.
Demure Definition: What Does “Demure” Actually Mean?
To truly understand the humor of the trend, it’s essential to grasp the actual definition of “demure.” According to Merriam-Webster, “demure” is an adjective defined as “affectedly modest, reserved, or serious: coy.”
Lebron employs “demure” ironically, using it as a term of endearment for herself while performing everyday tasks. She often contrasts herself with “other girls,” implying a sense of elevated sophistication or perhaps a playful exaggeration of modesty.
When describing her actions as “very demure,” she frequently adds complementary adjectives such as “mindful,” “cutesy,” and “considerate.” For instance, in a video posted on August 5th, she explains her work makeup routine: “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.” This clearly showcases the humorous gap between the traditional meaning of “demure” and her exaggerated, playful application of the word.
Is the “Demure” Trend Serious or Satirical?
The internet’s embrace of the “demure” trend, from fellow TikTok creators to celebrities like Kim Kardashian, suggests that most understand the underlying joke. But was the “demure” trend always intended as satire?
Image: Weather related image showing snow and cold weather, typical of news website’s weather section, unrelated to “demure” trend.
Lebron has explicitly stated that her videos are “obviously” a joke, although she acknowledges that not everyone immediately grasped the irony. She even clarified that the initial joke about avoiding “green glitter cut crease” makeup was self-deprecating humor, poking fun at past makeup choices she herself had made.
Ultimately, the “demure” trend thrives on its comedic irony, inviting viewers to playfully contrast the traditional, somewhat old-fashioned connotation of “demure” with the often exaggerated and humorous scenarios presented in the videos. It’s a trend that’s both entertaining and a clever commentary on internet culture and self-perception.
