'Very demure, very mindful': What is the TikTok trend and where did it come from?

Jenna Ortega has become the latest celebrity to jump on the most unlikely TikTok trend of the summer, in which users state the importance of staying “very demure, very mindful” at all times.

The actress is seen preparing for Beetlejuice Beetlejuice, the comedy horror sequel out next month , while enacting the trend that has taken over some parts of the internet .

“See how I do my make-up for work?” Ortega says while somewhat in character as Astrid Deetz: “Very demure, very mindful.”

Like many before her, she goes on to state in severe terms the importance of always looking presentable – especially while at work.

But, despite the strictness of the instructions given and the debate it has sparked, the trend actually began as a joke.

Here is how it all unfolded.

What is the ‘very demure, very mindful’ trend?

Jools Lebron, a self-described “plus size trans”, got the TikTok world talking and then sharing when she uploaded the initial video in character as Joolieannie.

In the 38-second video, posted earlier this month , she lays down a 101 in how to dress and act appropriately in the workplace.

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. 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.”

She adds: “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.”

The clip has now been seen by more than 10 million since going online on August 5.

How did it start?

Lebron has explained that, as a TikTok queen, she doesn’t actually need to look the part to appease her work bosses but it all goes with the act.

She said in a follow-up video: “The way my ‘demure’ videos are, to me, obviously a joke but, like, people in my comments are like, ‘Well, my job doesn’t pay me extra to be demure. Sometimes, they get me when I roll out of bed.

“Every ‘demure’ video is just me referencing me. Like, that’s the joke.”

The craze has now taken on a life of its own and hundreds of references have now been made on TikTok in the weeks following.

What celebs have taken part?

Jenna Ortega has become the latest to give it a go but Jennifer Lopez has sipped and “not chugged” from her own brand of whiskey in a “very demure” way.

Freaky Friday stars Lindsay Lohan and Jamie Lee Curtis teamed up once more while in a car to compare their “demure” straight hair and “mindful” wearing of a seatbelt.

Even Wallace and Gromit creators Aardman have got in on the act, sharing a picture of Wallace’s love interest Wendolene Ramsbottom looking “very demure, very mindful”.

According to Cosmopolitan, Spotify has seen a 2,500 per cent spike in people asking its AI app to make demure playlists.

Lana Del Rey, Mitski, Billie Eilish, SZA and Clairo are all artists it thinks embody the characteristic. Perhaps it hasn’t heard Del Rey’s Don’t Call Me Angel or seen Mitski’s wolf-like stage acting .

What other trends have gone viral on TikTok this summer?

Wearing socks has never been more in style – even with sandals it seems.

Grandpa jackets and sexy cargo pants are also on the fashion list as are Havaianas.

Last month, eyebrow blindness was all the rage, with TikTokers sharing their regrets for previous looks.

Among those going on holiday was grocery tourism for anyone fascinated by the squashed peaches and Lays crisps being sold on the continent.