The TikTok trend is an ironic and comedic take on people, society, and social media.
Have you heard the words “very demure” and “very mindful” recently? Well, it’s because of a TikTok trend that took the world by storm. After Brat Summer, people have a new internet obsession that translates to real-life lingo.
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Where Did It Start?
Jools LeBron, a beauty content creator in TikTok, started the “very demure, very cutesy” trend. A viral video wherein she is showing her makeup for work—describing it as “very demure and very mindful.” The internet immediately picked up on the trend and started using it. Moreover, the trend is so viral that celebrities such as Penn Badgley and Lindsay Lohan participated through their videos.
After achieving virality, Jools has achieved virality outside the internet space. Recently, she appeared on the Jimmy Kimmel Live Show and was introduced by RuPaul himself. Furthermore, brands are also reaching out to her for collaborations and event hostings. She said in a video that her newfound fame changed her life. Jools looked back at how she was just making videos during her break as a cashier and now, because of her virality, she can fully afford her transition.
How To Emulate The Energy
People from different backgrounds are making videos and using the terms “very demure,” “very mindful,” and “very cutesy.” The question remains, how does one emulate the demure lifestyle? Well according to the TikToks that were created under the trend, it is just about being your authentic self. Labeling mundane and normal behavior such as not getting out of your seat immediately once a plane landed or having a well-organized spreadsheet at work—exhibits the demure and mindful energy.
Irony and Comedy
Traditionally, demure refers to being quiet, reserved, and modest. But in this context, it’s frequently employed sarcastically or comically, setting it apart from the frequently outrageous and expressive character of social media.
Jools’ video went viral for all the right reasons. It is funny and ironic at the same time. The trend is a timely ironic take on the workplace discourse happening on TikTok—wherein older generations are criticizing how Gen Z appears to present themselves in interviews and workplaces. People are commenting on how some Gen Z appear to work in attires and make-up that are not work-appropriate.
Moreover, the widespread popularity of the trend emphasizes how common irony and humor are in online platforms. The whimsical use of the word “demure” in contrast to its intended connotation amuses users. It creates self-awareness and critique—forming a commentary on the performative curation of people in social media.
Furthermore, the trend acknowledges the desire for common decency and right conduct. Being mindful of your actions and how they affect others is brought forth as the videos in the trend show different ways to not inconvenience others with your actions.
The “very demure, very cutesy” trend is a fun and lighthearted way for people to interact with social media; it may also provide a subtle remark on the difficulties of online identity and cultural constraints.
Banner photo via Instagram @joolieanniemarie.
Frequently Asked Questions
Beauty content creator Jools LeBron started the trend with a viral TikTok video showing her work makeup, which she described as “very demure and very mindful.” Celebrities such as Penn Badgley and Lindsay Lohan joined in.
According to the TikToks, it is about being your authentic self and labeling mundane, normal behavior, like not leaving your seat immediately when a plane lands or keeping a well-organized work spreadsheet, as demure and mindful.
Demure traditionally means quiet, reserved, and modest, but the trend uses it sarcastically or comically, contrasting with social media’s outrageous, expressive character. It also pokes fun at workplace discourse criticizing how Gen Z presents itself in interviews and offices.
The article says the whimsical use of “demure” creates self-awareness and critique, forming a commentary on the performative curation of people on social media. It also acknowledges a desire for common decency.
Jools LeBron appeared on Jimmy Kimmel Live, introduced by RuPaul, and brands have reached out for collaborations and event hosting. She said her newfound fame changed her life, allowing her to fully afford her transition.
