Very Demure, Very Mindful

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Part of a series on TikTok. [View Related Entries]

About

Very Demure, Very Mindful is a viral video and catchphrase popularized by TikToker Jools Lebron, aka @joolieannie. The TikToker posted a series of videos about how to look "demure" at work in early August 2024, including one in which they said, "See how I do my makeup for work? Very demure, very mindful." The videos set off a TikTok slang trend in the following days in which people shared what they saw as "demure," "mindful" and "cutesy" traits while lip dubbing with the original audio, quoting it or using it as a voice-over in posts.

Origin

On August 2nd, 2024, TikToker^[1] @joolieannie posted a video showing off their makeup, saying, "See how I come to work? Very demure." The user goes on to talk about how they do their makeup, and hair and have their "chi chis out." The post also featured the text overlay, "How to be demure at work," gathering over 2 million plays and 360,000 likes in 10 days (seen below, left).

On August 6th, @joolieannie then posted the video that later popularized the "demure" trend on TikTok.^[2] In the video, TikToker @joolieannie 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 gathered over 7 million plays and 800,000 likes in a week (seen below, right).

Spread

Various TikTokers took note of @joolieannie's (aka Jools's) posts about being "demure" in early August 2024, including TikToker^[3] @hal.baddie, who posted a video on August 8th, 2024, singing, "My heart is pure, I'm so demure," and gathering over 260,000 plays and 38,000 likes in four days (seen below, left).

TikToker @Hal.baddie also posted a video^[4] talking about how many people don't know how to "keep it demure" on August 8th, gathering over 2 million plays, 310,000 likes and a comment from @joolieannie that read, "Very demure very mindful very respectful" in four days (seen below, right).

On August 9th, 2024, TikToker^[5] @sayessence posted a video about how they slept over at a man's house and had to take public transportation home because their date did not call them a car, adding that this was "not very demure, mindful or respectful." The video gathered over 300,000 plays and 76,000 likes in three days (seen below, left).

Also on August 9th, TikToker^[6] @grannybateman posted a video recounting Jools's post, gathering over 1.8 million plays and 145,000 likes in three days (seen below, right).

By August 11th, 2024, various TikTokers picked up on the catchphrase, "Very Demure, Very Mindful," including @2poor4prada,^[7] who gathered over 2.5 million plays and 300,000 likes on a video in which they showed the "demure" fashion in which they eat their sandwich.

On August 12th, TikToker^[8] @casadimusic posted a remix of Jools's video, gathering over 115,000 plays and 10,000 likes in a day (seen below, right)

In mid-August 2024 after trending on TikTok, the "Very Demure, Very Mindful" video and catchphrase also spread on platforms such as Reddit.^[9]^[10]

On August 12th, various X users made posts about the catchphrase, including @mxniquejade_, who presented "Very demure, very mindful, very cutesy" as the "word of the week," gathering over 15,000 likes in a day (seen below, top). Meanwhile X user @matzahluvr wrote, "i can always tell when there's a new tiktok buzzword because i saw 73 tweets with the word "demure" in it today," on August 11th, gathering over 80,000 likes in a day (seen below, bottom).

On August 12th, X^[13] account @teamspeak posted a video of Omniman beating up Invincible, to quote-tweet a post from Discord's Twitter account that used the catchphrase. The post gathered over 75,000 likes in a day (seen below).