What Does 'Demure' Mean, And What Is The 'Very Demure, Very Mindful' Trend On TikTok? @Joolieannie's 'How To Be Demure' Videos Explained

TikTok has been overrun with videos in recent days about what traits someone can embody to appear "very demure" and "very mindful," especially at the workplace.

Inspired by a series of satirical videos posted by TikToker @joolieannie, aka Jools Lebron, the trend sees people talking about how they wear demure makeup to work, eat their sandwiches in a neat and demure manner and always stay mindful and respectful.

The trend has also sparked memes about traits that are certainly not very demure or mindful and certainly not cutesy.

Here's a recap of the "Very Demure, Very Mindful" trend taking over TikTok this August, from ironic tips on how to dress at the workplace to jokes about social faux pas that are the furthest from demure.

Where Does The 'Very Demure, Very Mindful' Trend Come From?

In early August 2024, TikToker @joolieannie posted a video showing off her makeup, saying, "See how I come to work? Very demure." Of course, her makeup was anything but. Her bright pink blush and lipstick were in direct contrast with her claims about how she gives off a strong "demure" vibe at work, even though her hair was flat and her "chi chis" were out.

A week later, Jools posted the video that finally popularized the "demure" trend on TikTok. In the video, she says, "You see how I do my makeup for work? Very demure, very mindful. I don't come to work with a green cut-crease."

The video, along with the previous one posted a week before, gathered over 7 million views at a rapid pace and kicked off a whirlwind of jokes about how to stay "demure."

What Does 'Demure' Mean, And How Did The 'Very Demure, Very Mindful' Trend Go Viral?

While the term "demure" simply means reserved, modest or soft-spoken, the word came to be used in a slightly ironic sense on TikTok amid the trend revolving around Jools Lebron's viral video. In such posts, people joked about eating their burrito bowls in a "demure" manner and joked about how their over-the-top makeup is actually quite demure by their standards.

The trend went viral largely due to Jools and her impeccable meme timing and cadence. As TikToker @noahkaibmusic put it, Jools's video begged for a remix the day it was posted, a promise that was fulfilled by TikToker @casadimusic's post over the weekend.

What Are Some Not 'Very Demure, Very Cutesy' Traits People Joked About On TikTok?

Many TikTokers shared jokes about what does and doesn't count as a demure and mindful habit, with TikToker @sayessence joking about how it wasn't very demure of them to have to go back home after a date using public transport. Meanwhile, TikToker @2poor4prada posted a video joking about how the two of them were eating their sandwiches in a very neat and demure manner.

For the full history of the Very Demure, Very Mindful TikTok Trend, be sure to check out Know Your Meme's encyclopedia entry for more information.