Breaking Down TikTok’s New Favorite Phrase in a ‘Very Mindful, Demure’ Way
This season, we’ve embraced “brat summer,” gained/lost aura points, and learned Chappell Roan’s “Hot to Go,” dance a.k.a. the new “YMCA,” but are ending summer with a bang because now we’re “demure.”
If you’ve scrolled through TikTok over the last two weeks, at some point you’ve been exposed to the word, or complete phrase, “very mindful, very demure.” In the beginning, you might’ve scrolled on, but at this point, it’s safe to say, “demure” has taken over all of your social media feeds, and you are probably wondering, “What does this even mean?”
So, if you’re late to the party, don’t fear; we’re about to break down TikTok’s favorite new phrase.
Let’s start with the real definition of “demure.” According to the Oxford Dictionary (and every other site), “demure” is characterized as “shyness” or “modesty.” “Behaving in a way that does not attract attention to herself or her body; quiet and serious.”
Now coined by TikTok creator Jools Lebron (@Joolieannie), she uses the Blair Waldorf-esque term to describe how she calmly and mindfully handles scenarios. These include getting her nails done or meeting celebrity hairstylist Chris Appleton.
In the initial video that skyrocketed the word into instant virality, Lebron speaks to her viewers, demonstrating how she curates her appearance for work.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
“You see how I do my makeup for work? Very demure, very mindful. I don’t come to work with a green cut crease; I don’t look like a clown when I come to work. The way I came to the interview is the way I come to the job. Be mindful of why they hired you,” the creator explains. You get the point.
Since the video’s inception, the original sound has inspired over 50,000 TikTok videos mimicking the creator with their own twists. The fun continued when “demure” made its way to X. Users are now sharing ways they’ve remained mindful amid painfully real (or embarrassing) scenarios, like being crazy over someone in private, not public. Or, block your ex instead of the dreaded social media stalk (guilty).
You see how I'm crazy over a man in private ? Very demure and very mindful— CEIRA (@THEEPROBLEMCEE) August 14, 2024
In a beautiful turn of events, the success of her videos has paid off. “Pendeja, maybe you should make the videos because one day I was playing cashier and making videos on my break. Now I’m flying across the country to host events, and I’m going to be able to finance the rest of my transition,” she announced earlier this week.
So, as we bid farewell to summer and head into fall, one thing’s for sure, we will remain “very classy” and “very demure.”
Writer | Tweet me @brittanyskylerr
