The word "demure" has taken the world by storm.
There's nowhere on the internet to escape from hearing the term. These days in our social - media- obsessed world, slang as well as phrases spread like wildfire becoming a part of people's vocabulary whether they are used correctly or not.
As people are thinking of ways they can be "very demure" and "very mindful." Many might be curious to know more about the popular meme, where it came from and what does it mean.
Well, the viral demure meme was started by TikTok creator Jools Lebron (@joolieannie), who has since many many videos teaching others what it means to demure in more than just the workplace.
What is the meaning of Demure?
Demure is a word that has existed for many years and according to Merriam-Webster , the definition of the word is a person who is"affectedly modest, reserved, or serious: coy." They tend to not "draw attention to themselves." Merriam-Webster said the word has been used for nearly seven centuries.
While Jools has said she was joking when she used the word demure, the creator did speak on CBS Morning, explaining how demure for her has nothing to do with public appearance but more of a statement of self-awareness and confidence. Demure is more than a saying for Jools but a lifestyle. She uses demure to classify her style but also a nod to her identity as a trans woman. She also encouraged others to define demure for themselves and to be mindful and considerate of others.
"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," she said to the outlet.
Where did the trend ‘very demure very mindful’ start?
The ‘very demure very mindful’ catchphrase started in an August 2 video with Jools speaking with the words "How to be demure at work" on top.
"See how I come to work. Very demure. I do my make-up. I lay my wig. I do a little braid. I do chee chee out. I do viral vanilla. Very demure, very mindful. Let's not forget to be demure, divas," Jools said.
But the next video on August 5 blew up, making Jools and her catchphrase well-known and notable. The 38-second video of Jools in the car, face made up and blond hair styled with the words, "How to be demure and modest and respectful in the work place"
"You see how I do my makeup for work? Very demure. Very mindful," Jools said in the August 5 video. "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 while I'm at work. You see how I look very presentable?"
The make-up artist continued: "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. I'm very modest. I'm very mindful,"
She concluded. "You see my shirt? Only a little chee chee 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?"
As Jools has brought back the word and inserted it into people's vocabulary. Celebs nor The White House have not been immune to the craze. Celebs like Jenna Ortega, Penn Badgley, Olivia Rodrigo Jennifer Lopez have participated in the trend.
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Who is Jools Lebron?
Jool Lebron is a TikTok creator who makes beauty videos. On her social media, she has done makeup tutorials and has shown off her substantial doll collections. Jools collects Bratz dolls and American Girl dolls. She has a custom Beyoncé American Doll and also transformed one of them to look like Joe Jonas.
Jools is a woman of many skills, she can also make wigs and makes her own. She had previously worked with she worked with Patrick Starr on a beauty campaign. Before her demure fame, she was working as a cashier and making content from her car.
Now with her viral success, Jools shared to TikTok on August 14, that TikTok and the demure meme has changed her life as she hosting event all over the country and can now “finance the rest of my transition.”
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