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TikTok, the land of viral dances, life hacks, and oddly specific memes, has given birth to yet another internet sensation: the “very demure, very mindful” trend. If you’ve been scrolling through the app lately, you’ve probably seen TikTokers proclaiming their over-the-top makeup or chaotic behavior as “very demure”—and it’s anything but. Let’s dive into how this trend started, why it’s hilarious, and how the internet is interpreting it in the most ridiculous ways.
The Origin: “Very Demure” Meets Sass
It all began in early August 2024 with TikToker Jools Lebron (@joolieannie), who blessed us with a satirical video that poked fun at conservative workplace expectations. In her now-iconic video, Jools showcases a bold makeup look—think bright pink blush and bold lipstick—while sarcastically describing her style as “very demure” and “mindful.” With a deadpan delivery, she tells us how she keeps it “modest” at work, even though her look is anything but that. The punchline? Her style was loud, playful, and definitely not what you’d expect from someone claiming to be «demure.”
This tongue-in-cheek post struck a chord with TikTok users, racking up millions of views and sparking a movement. Soon, everyone was hopping on the trend, sarcastically proclaiming their wildest moments and extravagant behavior as “demure.”
What’s In a Word? The Ironic Twist
For the record, the word “demure” means being modest, reserved, and soft-spoken. But leave it to TikTok to give it a completely new—and hilariously ironic—meaning. In the hands of TikTokers, the term now applies to anything *but* modest behavior. It’s a playful rebellion against societal expectations of how women (and people in general) should act or present themselves in certain spaces, like the workplace.
People are now labeling their most absurd actions as “demure,” from messily eating a burrito bowl to wearing neon eyeliner. Why pour your wine with a flourish when you could do it in a “very demure” manner, right? The more over-the-top and ridiculous the action, the more “demure” it gets.
The Fun Interpretations: How TikTok Is Having a Laugh
The trend has gone far beyond makeup tutorials and work-appropriate fashion tips. TikTokers are now using the phrase in everyday situations, poking fun at their own antics. Did you take the bus home from a date because your date didn’t call you a cab? Well, that wasn’t very demure of them. Did you devour an entire sandwich in one sitting? Very demure, indeed.
People are also remixing the phrase with other trends. Remember “bed rotting”? Now, it’s “bed rotting, but make it demure.” TikTok’s collective imagination knows no bounds when it comes to finding new ways to apply the term to everyday life. From grocery shopping to munching on midnight snacks, every little activity is now a chance to remind everyone just how “very demure” you are.
Why It’s Sticking Around
Part of the charm of the “very demure, very mindful” trend is how it subverts traditional ideas of modesty and appropriateness. By using the word “demure” to describe flamboyant or messy actions, TikTokers are reclaiming their right to be unapologetically themselves—loud, messy, and real. And it’s funny because it’s relatable. Let’s face it, most of us aren’t “demure” 100% of the time. So why not lean into the chaos and have a little fun with it?
In a way, the trend is a collective wink to all those societal expectations that tell us to tone ourselves down. It’s a playful way to say, “I’ll be who I am, but sure, let’s call it demure if it makes you feel better.”
Conclusion: Keep It Demure (or Not)
Whether you’re sipping wine or devouring a burrito, the “very demure, very mindful” trend lets us all embrace our most ridiculous selves while having a laugh at society’s expense. So next time you’re feeling anything but modest, just remember: you’re not being outrageous—you’re being *very* demure.
Now, if you’ll excuse me, I’m off to eat my midnight snacks in the most mindful, demure way possible. #VeryDemure #VeryMindful.
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