What Does Demure Mean?
The "very demure, very mindful" trend is about presenting yourself as reserved, modest, and classy — often in situations where that energy is hilariously unexpected. TikTok creator Jools Lebron made it viral by describing mundane activities with exaggerated elegance: "See how I do my makeup for work? Very demure. Very mindful."
The actual word "demure" means reserved, modest, and shy. But the trend uses it with such deliberate, comedic emphasis that it became something new — a celebration of restraint as a flex.
Where Did Demure Come From?
Jools Lebron posted her first "very demure" video in August 2024, and it immediately became one of the biggest TikTok trends of the year. Her delivery — calm, poised, slightly ironic — was instantly mimicked by millions.
The trend resonated because it was the perfect counter to the "brat summer" energy that had been dominating. After months of chaos and boldness, demure offered the opposite: elegance, restraint, and knowing when to be quiet. It was the palette cleanser we didn't know we needed.
How to Use Demure
- Classic format: "See how I [mundane activity]? Very demure. Very mindful."
- At work: "See how I don't reply-all? Very demure. Very professional."
- Ironic: "See how I ate an entire pizza alone? Very demure. Very mindful of my hunger."
Examples in the Wild
"see how I put my phone on silent during the meeting? very demure. very considerate. not like last week when my alarm went off."
"me ordering water instead of a fourth margarita. very demure. very liver-conscious."
Why It Matters
Demure was a cultural recalibration. After "brat summer" told everyone to be chaotic and loud, demure said: what if we were classy? The fact that it was mostly ironic made it even better — we were performing restraint while knowing we're all feral inside. It also highlighted Jools Lebron as a creator, bringing much-deserved attention and opportunities her way.