What does ‘Very Demure, Very Mindful’ TikTok trend mean? Who started it?

Social media trends have a knack for catching fire with dizzying speed, and the latest to blaze across our screens is the “Very Demure, Very Mindful” meme. Originating on TikTok, this trend has rapidly made its way onto other platforms, and its unexpected rise is thanks to the creativity of beauty influencer Jools Lebron, a transgender woman who’s turned the word “demure” into a cultural talking point.

The meaning behind ‘Very Demure, Very Mindful’

The word “demure” might conjure images of modesty and reservation, but Lebron has redefined it with a twist. In her now-viral TikTok video, she explains that to be “very demure, very mindful” is to present oneself in a polished, considerate, and refined manner – whether that’s through your makeup or your general demeanour. For Lebron, being demure is about finding balance; it’s not just about looking good, but also about being self-aware and thoughtful of those around you.

In her breakout TikTok, Lebron casually critiques the over-the-top looks some people bring to the workplace, humourously contrasting them with her own “very demure” approach.

“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 go to work,” she says. This, she insists, is how you should carry yourself – mindfully, modestly, and with just the right amount of flair.

The trend that is taking TikTok by storm

Lebron’s video, posted in early August, has quickly become a sensation. It wasn’t long before other TikTokers started using her audio to make their own content – over 40,000 videos and counting now feature the soundbite. What started as a piece of practical (if tongue-in-cheek) advice has evolved into a meme with a life of its own, as users adapt the phrase to poke fun at everything from overly dramatic work attire to the culture of mindfulness itself.

And it’s not just TikTok users who’ve jumped on the “demure” bandwagon. Lebron’s fame has catapulted her into the wider cultural conversation. She’s even appeared on Jimmy Kimmel Live, where she cheekily told guest host RuPaul that his hosting style was, naturally, “very demure, very mindful.”

Jools Lebron and a life-changing trend

For Lebron, the viral success of the “Very Demure, Very Mindful” trend is more than just a fleeting moment of fame – it’s had a profound impact on her personal life. Her newfound popularity has opened up opportunities that have allowed her to fund the remainder of her gender transition, a significant milestone for her. What started as a simple TikTok video has given her the financial freedom to make important changes in her life, all while spreading a message of self-care and mindfulness.

In interviews, Lebron has been candid about how this trend has affected her, even as she continues to work a retail job in Illinois. She’s described her store as “very cutesy” and, of course, “very demure,” showing that she doesn’t take herself, or the trend, too seriously.

Why ‘demure’ is the word of the moment

The word “demure” has exploded in popularity this month, thanks in large part to Lebron’s playful yet earnest approach. But it’s not just about a specific look or attitude. It’s about a mindset. As Lebron puts it, “Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.”

This sentiment seems to have struck a chord, especially in a digital landscape often dominated by extremes. Whether it’s celebrities like Jennifer Lopez sipping “demure” cocktails or everyday TikTok users riffing on the concept, Lebron’s definition of demure has become a sort of rallying cry for those who prefer to keep things understated and thoughtful.