On TikTok, many people are being “very mindful” of their actions. They’re acting “very cutesy.” In fact, you could say they’re “very demure.”
“Demure” means reserved or modest
A creator going by the name Jools Lebron started using those three phrases this month to explain to viewers how she handles a wide range of daily situations: from being "very mindful" when she's on vacation to being "very demure" while waiting to board a plane. Since then, those three phrases but especially "demure" have taken over the platform.
“See how I come to work? Very demure. I do my makeup. I do my wig. I do a little braid. I flatiron my hair. I do chi-chis out. I do viral vanilla,” Lebron, who is transgender and uses she/her pronouns, said in what appears to be the first video in which she used the word "demure." In the video, she sprayed herself with perfume in her car before going on to say she is being, “Very demure. Very mindful." we linked the video down below!
“Demure,” for now, has its own momentum. The first video of Jools Lebron using the term has been viewed 3.9 million times. The second video she posted about being “demure,” “cutesy” and “mindful” has more than 13.8 million views. It's safe to assume she is only rising to stardom with her use of the infamous word!