SAN FRANCISCO (KCBS RADIO) – “Very demure, very mindful.”
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If you spend any time on social media, chances are you’ve heard this phrase over the past few weeks. It’s popped up everywhere, from videos from TikTok’s cucumber ambassador, Logan Moffit , to makeup tutorials . Peacock even found an old video of Fran Fine trying to explain how demure she is to Maxwell Sheffield on “The Nanny” to hop on the trend.
For reference, we should note here that Merriam-Webster defines “demure” as “affectedly modest, reserved, or serious.”
So, why is everyone suddenly talking about being demure? The answer to that is Jools Lebron . She’s a Chicago-based TikToker who posted the now oft-referenced “demure” video on Aug. 5 .
“See how I do my makeup for work? Very demure. Very mindful,” Lebron says while sitting in a car. “I don’t come to work with a green cut crease. I don’t look like a clown when I go to work. I don’t do too much.”
Definition time again! Some readers might not know that a “ cut crease ” is an eyeshadow style that includes applying a dark shade above the eye crease and a light layer of skin-toned shadow underneath the crease that is then topped with concealer and brighter eyeshadow to create a “cut” look. In the video, Lebron is referencing a green version of this style.
Don't yell at me. This is the closest thing I could find to a green cut crease eyeshadow look on Getty Images. Photo credit Getty Images Lebron doesn’t have a cut crease in the video, but she is rocking dramatic winged liner and plenty of blush. Demure.
“A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure,” she continued later. “I’m very modest, I’m very mindful.”
As of Saturday, the video had around 4.7 million likes on TikTok.
Lexicographer Grant Barrett said that the trend caught on because it’s funny and relatable – and because Lebron has “this amazing dry delivery,” as reported by KCBS Radio. He said it shows a shift in the meaning of the word “demure” from referencing an older model of femininity to a new one.
“Lebron has continued with her ‘demure’ brand by creating countless follow-up parody videos like how to be demure at a drag show or how to get off a plane demurely,” said US Weekly magazine. “She’s also inspired others to create their own version of ‘demure’ skits.”
Netflix users can even find a new “ Very Demure Very Mindful ” category that includes titles such as “Emily in Paris”, “Gilmore Girls” and more.
However, this new burst of notoriety also came at least one frustrating challenge for Lebron. People kept trying to trademark “demure” and “cutesy,” her well-known phrases, according to MSNBC . In a TikTok video this week, Lebron said that the trademark issue has been handled .
So, next time you mumble “very demure” to yourself while picking out an outfit, remember to make out your reality check to Lebron. (This joke makes more sense if you watch the video, so go watch it ).
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