Very Demure, Very Mindful.Everyone is talking about the latest TikTok Trend.
TikTok’s latest obsession is the word “demure”. But what does it mean, and how did it become so viral? The answer lies with Jools Lebron, a TikToker whose videos about staying “very mindful, very demure, very cutesy” have captured the internet’s attention –
The “demure” trend is all about embracing simplicity, sophistication, and mindfulness in everyday situations. It’s the opposite of the loud and messy vibes that dominated TikTok earlier this summer. For Lebron, the trend’s creator, it’s meant skyrocketing fame and the ability to fund her gender transition. The TikTok community has run with the concept, creating videos that showcase demure behavior – or hilariously, the opposite. Celebrities from Penn Badgley to Jennifer Lopez are getting in on the action, and the word has become a cultural phenomenon. Last week, Wednesday star Jenna Ortega brought the trend into the mainstream when she recreated the original video on the set of her new film Beetlejuice 2, alongside co-star Justin Theroux. She’s just one of the tens of thousands to join the craze over the last month. So, where did this sensation come from?
But what makes “demure” so powerful? As TikTok continues to amplify the word, it’s sparking important conversations about gender, identity, and the power of language. As with any viral sensation, the “demure” trend has also engaged the community. Some have praised it as a subversive commentary on traditional gender norms, while others have criticized it as a shallow fixation on appearance and behavior
Last month, was Hawk Tuah. Now, TikTok’s ability to take a word and turn it into a cultural movement. It’s a testament to the platform’s power in shaping our vocabulary and our perceptions with wordplay. Jools Lebron’s viral success has translated into real-world opportunities. Dozens of major brands regularly comment on her TikTok videos, and she has attended events in New York for beauty brand Patrick Ta and collaborated with Kombucha brand GT’s Synergy in Los Angeles. Her most-watched video, with over 30 million views as of publishing, showcases how she arrives at work – “very modest, very mindful,” of course. This relatable content has helped her build a massive following and attract brand partnerships.Thanks to the “very demure” trend, Lebron has become a TikTok sensation, inspiring countless others with her humorous take on mindful behavior. Her story is a testament to the platform’s power to launch creators into the mainstream and open up new opportunities.
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