TikTok, the epicenter of viral trends, is once again buzzing with a new phrase: “demure.” If you’ve been scrolling through your “For You” page and noticed creators acting “very mindful” and “very cutesy,” often describing themselves as “very demure,” you’re not alone. This trend, spearheaded by creator Jools Lebron, has taken over the platform, leaving many wondering, “Why Are People Saying Demure?” Let’s dive into the origins, meaning, and cultural impact of this trending term.
The phrase “demure” gained traction thanks to Jools Lebron (@joolieannie), a transgender creator with 1.3 million followers on TikTok. Lebron began using “demure,” along with “mindful” and “cutesy,” to playfully describe her approach to everyday situations. From being “very mindful” on vacation to acting “very demure” while waiting to board a plane, Lebron’s videos resonated with audiences, quickly turning “demure” into a viral sensation. The hashtag #demure has already amassed over 50,000 posts, demonstrating the trend’s rapid spread across TikTok.
In what seems to be the trend’s inaugural video, Lebron showcased her work preparation, stating, “See how I come to work? Very demure. I do my makeup. I do my wig. I do a little braid. I flatiron my hair. I do chi-chis out. I do viral vanilla,” before concluding, “Very demure. Very mindful. Let’s not forget to be demure, divas.” This video marked the beginning of the “demure” phenomenon.
But what does “demure” actually mean, and why is it resonating so strongly with TikTok users? According to Merriam-Webster, “demure” means reserved, modest, and shy. However, in the context of the TikTok trend, “demure” takes on a slightly ironic and exaggerated tone. Creators aren’t necessarily embodying true shyness or modesty. Instead, they’re using “demure” as a humorous descriptor for carefully considered, sometimes overly cautious, and often stereotypically feminine actions. It’s about presenting oneself in a controlled, almost performative manner, carefully curating an image.
This trend taps into the fast-paced world of internet slang and inside jokes that are characteristic of social media. Just as “OK Boomer,” “Goblin Mode,” and “Rizz” have previously captured the internet’s attention, “demure” is the latest linguistic phenomenon to emerge from the digital ether. These terms often encapsulate a specific feeling, attitude, or behavior, and their virality speaks to a shared understanding and relatability among online communities.
The “demure” trend’s widespread adoption is evident in the numerous prominent TikTok creators who have joined in. RuPaul’s Drag Race star Bob the Drag Queen and lifestyle vlogger Monet McMichael, each with millions of followers, have created content using Lebron’s original audio, further amplifying the trend’s reach. Even Haley Kalil, known as @haleyybaylee on TikTok, with over 10 million followers, employed “demure” sarcastically, demonstrating the term’s versatility and comedic potential. In her video, Kalil jokingly describes blocking an ex-boyfriend in a “very demure” and “mindful” way, highlighting the trend’s ironic usage.
The trend has even permeated discussions about seasonal aesthetics, with users playfully declaring a shift from “Brat Summer” to “Demure Fall” or “Mindful Autumn.” This illustrates how quickly internet trends can integrate into broader cultural conversations and frameworks.
For Jools Lebron, the “demure” trend has been life-changing. As she shared in a recent video, the trend has propelled her from working as a cashier to hosting events across the country and financially supporting her transition. This underscores the real-world impact that viral trends can have on individual creators and their lives.
Ultimately, the popularity of “why are people saying demure” stems from its catchy nature, humorous application, and the relatability of carefully curated online personas. It’s a playful commentary on self-presentation and the often-exaggerated performances of everyday life on social media. As TikTok continues to shape online culture, expect more of these unique and fleeting trends to emerge, capturing the ever-evolving language of the internet.
