It all started when a video of influencer Jools Lebron uttering those very words went viral, garnering 33.2 million views and 3.4 million likes on her video alone. But what does it all mean exactly? Keep reading for a breakdown of how to be "demure," including our fav celebrity takes on the trend.
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The viral video features Jools, a Cuban trans woman, discussing her at-work makeup look. "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. I don't do too much. I'm very mindful when I'm at work. See how I look very presentable? The way I came to the interview is the way I go to the job. 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 says shaking her head. "I'm very modest. I'm very mindful. See my shirt? Only a little chi chi out not my cho cho. Be mindful of why they hired you. Here's your reality check diva. What's the name you'd like me to make it out to?"
What Is the Demure Trend?
Lebron's video emphasizes the idea of simplicity and sophistication in the workplace and beyond, urging viewers to put their best foot forward and be considerate of others. Think: Being reserved, modest or shy. Which many have commented is the exact opposite of summer's earlier TikTok trend that was all about being loud and messy— brat .
So It's All Just About Being, Well, Demure?
Yes and no. Many social media users have jumped on the hashtag with videos of themselves or others acting in a typically demure fashion ( we love this dog groomer's breakdown of the trend ), similar to the OG video. Others have gone in the opposite direction and have posted spoof videos of themselves acting not very mindful at all (ahem, see Penn Badgley and Eva Longoria below).
Our Favorite Demure Celebrities
Celebrities of all walks have taken the trend by storm, posting videos of themselves using the sound bite or putting their own personal twist on the words, Penn Badgley, Lindsay Lohan, Jamie Lee Curtis and Jennifer Lopez just to name a few.
Penn Badgley
The star of You , Penn Badgley , recorded himself on the last day of filming the hit television series' fifth season . Badgley follows the trend and uses the the words "demure" and "mindful" in his video whilst doing things that are not very demure or mindful like carrying heavy trash bags and screaming loudly when pressed up against a window, banging it with his fists. The actor ends his video saying that he's been playing a romantic icon for five seasons and that he's very modest and then shows off his plain gray tank top that reveals his chest hair saying, "See the shirt? Show them the shoulders, not the boulders."
Lindsay Lohan and Jamie Lee Curtis
The Freaky Friday mother-daughter duo conveniently posted a video of themselves on a Friday via Lohan's TikTok account. The two sit in a car together while Lohan holds the camera up and says, "Straight hair? Very demure." She then pans the camera over to Curtis who says, "Wearing a seatbelt? Very mindful." Lohan then winks at the camera.
Bob the Drag Queen
In an ironic twist on the trend, Bob the Drag Queen (who will be one of the contestants on season three of The Traitors ), uses the sound to do her over-the-top drag eye makeup while also using the caption to commend Jools on her original message of elegance. "Thank you for reminding me to be demure. I sometimes forget," Bob said.
Jennifer Lopez
Jennifer Lopez used the "very demure, very mindful" trend to show viewers how she likes to drink soda from the bottle. Dressed in a beige jacket, large reading glasses and silver hoops, topped off with a simple dewy makeup look, she explains that you shouldn't chug, but sip little by little in an elegant, mindful and, dare I say, demure, way. Pretty darn sophisticated to me J.Lo .
The Cast of Emily in Paris
The cast of Emily in Paris showed off their red carpet looks at the season four premiere explaining how their outfits and accessories were "very demure and very mindful."
Eva Longoria
Eva Longoria used the sound bite to show her young son Santi doing her makeup. The little one cakes bright pink blush onto his mother, opting for a bit of clownish look, the antithesis of the original meaning of Lebron's video.
Cynthia Erivo
Cynthia Erivo added her own video into the mix by showing off a sleek black leather coat with gold buttons, large framed black glasses, a black pillbox hat and tons of glittering gold jewelry, exemplifying the picture of great taste. Very demure and very mindful if I do say so myself.
Bluey and Bingo
Even Bluey and Bingo jumped on the trend, using a clip from Bluey where the two girls have a fancy at home spa day with towels wrapped around their heads and they prance around using fake names and British accents to fain civility and refinement.
Minions
And...we can't forget the Minions .
Another Day, Another Silly TikTok Trend?
Maybe. But it's worth noting that all the hype surrounding the original video has enabled the Chicago native to change her life by being able to afford gender-affirming care as more and more people use her genius sound bit. So perhaps social media can be very demure and very mindful?
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