What Is the 'Demure' TikTok Trend? Viral Videos Explained
If you’ve clicked open the TikTok app in the past few weeks, it's almost certain that you have heard of the latest trend. People sharing how they’re being “very demure” and “very mindful” of what they do and the people around them.
It’s only been a few weeks since the trend took off, but it is everywhere. Being demure and mindful has taken over the social media world and is being used by everyone.
Where did the ‘very demure’ trend originate?
The “very mindful” TikTok trend began in early August and originated from the TikTok content creator, Jools Lebron, who goes by the username, @joolieannie. The first video posted by the creator surfaced on August 2.
“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 says in the video. “Very demure, very mindful. Let’s not forget to be demure divas.”
Lebron’s video has been viewed over 22 million times and has become an extremely popular sound on TikTok over the past few weeks. Not only is the original video gaining a lot of traction, but over 50,000 posts have been made using the demure phrase.
Even Netflix has gotten in on the trend, sharing a scene from Gilmore Girls where the main character, Rory, is referred to as demure.
What does the ‘very demure’ phrase mean?
While you might be able to understand what “very demure” means by using context clues, the actual trend is not exactly straight-forward. “Very demure, very mindful” is used to show a person is being respectful and aware of their behaviors.
The Merriam-Webster definition for the word demure is “affectedly modest, reserved, or serious”
See the TikTok below for an explanation of the trend:
Creators have also been saying “very cutesy” and “very mindful” after Lebron’s second video explaining how she was dressing for work. Lebron explained her makeup for work is “very demure, very mindful.” Being demure and mindful is the equivalent of being reserved and aware.
On TikTok, the demure trend is also meant to poke fun at other trends like the “clean girl” and “pick-me girl” trends. Being a “clean girl” is to be minimal with your products and have an effortless look. A “pick-me girl” is someone who isn’t like every other girl.
What other trends were viral before the ‘demure’ trend?
Trends come and go very easily on TikTok, depending on how well they stick with the audience, which is primarily made up of Gen Z users. If you are not on the platform, however, the trends coming and going can get a bit confusing.
Prior to the rise of the demure trend, the phrase “brat summer” was all over the platform. Other phrases that have gained popularity on TikTok include “OK Boomer,” which is a dismissive way of referring to someone older and “No Cap,” which essentially means no lie.
TikTok users have been saying that their “brat summer” is now transitioning into a “demure fall” or “mindful autumn.”
Goodbye “brat summer” and hello “demure fall.”
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