The “Very demure” trend has taken social media, and our daily lives, by storm. From tweens to parents, and everyone in between, everyone is being “very demure.”
It all started when Jools Lebron, an American TikToker, posted a 38-second video titled “How to be demure at work” on August 2, 2024.
“You see how I do my makeup for work? Very demure. Very mindful,” the Latina influencer says in the viral TikTok clip. “I don’t come to work with a green cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work.”
These days, her words have become more than helpful just work tips.
“In just weeks, Lebron’s words have become the latest vocabulary defining the internet this summer,” ABC explains. “In addition to her own viral content that continues to describe various day-to-day, arguably reserved or modest activities with adjectives like ‘demure,’ ‘mindful’ and ‘cutesy,’ several big names have also hopped on the trend across social media platforms.”
Jennifer Lopez is ‘Very Demure’ Too
Celebrities like Jennifer Lopez hopped on the trend, showcasing their own playful takes. In a new reel, JLo donned oversized glasses, sipped her Delola ‘L’Orange Spritz’ with elegance, and declared, “very demure, very mindful.” Her participation just added to the trend’s popularity.
Even the Khloe Kardashian and Olivia Rodrigo have been “very demure.”
All of the hubbub around an almost forgotten vocabulary adjective – which Webster defines as reserved, modest – is not new for the Latina TikToker. Lebron first mentioned the old-fashioned word in a “How to be demure at work” video, with over seven million views. The second video on workplace ‘demureness’ has reached over thirty-four million views, and counting. The trend’s audio has been used in almost 30,000 TikToks.
“Some videos show users demonstrating etiquette at businesses, but most demonstrate ironic usage of “demure,” such as overlaying the audio on a dog misbehaving or a college student having a complicated route up a bunk bed,” USA Today writes.
Who Is Jools Lebron?
Jools Lebron, a transgender woman who says she’s 100 percent Puerto Rican. She worked as a cashier before her TikTok fame. Her content includes makeup tutorials and Bratz doll collection showcases. Lebron has said that her demure success has allowed her to keep financing her gender transition.
Some say she’s become an inspiration for authenticity and mindfulness. Want more inspiration or just work tips? Be very demure and mindful, and follow Lebron on TikTok (@joolieannie), along with her 1.8 million ‘cutesy’ followers.
