“Demure” is TikTokers’ new obsession

If you think that the TikTok has already invented all possible trends, hold on to this: now everyone is “very demure”. Yes, “demure”. Because nothing screams “I’m cool” more than being reservedly elegant, right? It all started with Jools Lebron, or @joolieannie for those close to him, who decided to show the world how to be “very demure”, “very mindful” and, of course, “very cutesy” in any situation in life. And TikTok, as always, did what it does best: it turned this into a viral trend.

Jools, who uses female pronouns, has taken digital sophistication to a whole new level, teaching her followers how to be “very demure” while, like, waiting in line for bread or spraying perfume in their car. Because, obviously, everyone needs to know how to do these mundane activities with royal class. The video of her applying perfume before going to work and reminding everyone to be “demure, divas” has already been viewed nearly 4 million times. And boy, it seems like the world could really use this lesson in finesse.

What is Demure?

Now, you might be wondering: what exactly does “demure” mean? Well, according to the dictionary, it means something like being reserved or modest. But in Jools’ magical world, “demure” has become a lifestyle, a philosophy, almost a religion. And if you’re not being “demure,” you’re clearly doing everything wrong in life.

Jools’ most popular video, in which she talks about being “demure,” “cutesy” and “mindful” (three words that, together, have probably never been used before in human history), has already racked up over 13 million views. Other TikTok influencers, such as Bob the Drag Queen, who clearly knows a good joke when he sees one, have also gotten in on the fun, imitating the diva Jools.

Tik Tok: a place for trends

And the coolest part of all? TikTok is the perfect place to take a random trend and make it the biggest thing in the world… for like two minutes. Influencer Haley Kalil, for example, decided that blocking your ex-boyfriend needs to be done in a “very demure” way. Because, of course, sending that passive-aggressive indirect message needs a touch of elegance, right?

As if that weren’t enough, the TikTok has already decreed that we are leaving “Brat Summer” and entering “Demure Autumn.” Or “Mindful Autumn,” depending on your level of engagement with the joke. Either way, it’s time to grab your cutest scarf and get ready for the most stylish season in history.

And the funniest part is seeing how this trend is changing Jools Lebron’s life. From making videos during her break at work as a cashier, she is now traveling around the country and, in the process, financing her transition. All thanks to the power of the word “demure”. And of course, she didn’t forget to tag the video with the hashtag #demure. Because, after all, who needs humility when you have a viral meme, right?

Summary for those in a hurry:

• “Demure” is TikTok’s new inside joke, launched by Jools Lebron (@joolieannie).
• the term “very demur” has become the latest trend among users, who are now all elegant and reserved.
• Jools Lebron is riding the wave with millions of views and new followers.
• Influencers like Bob the Drag Queen and Haley Kalil joined in on the fun, adding their own dashes of sarcasm.
• TikTok has already decided that “Brat Summer” is over; now it’s time for “dead autumn”.
• Jools shared how the success of “demure” changed his life in unexpected ways.
• “Demure” became a popular hashtag, with thousands of videos joining the trend.
• The trend mixes sarcasm, irony and a good dose of humor.
• TikTok continues to prove itself to be the birthplace of the most unexpected trends.
• The hashtag #demure keeps Jools Lebron in the spotlight on the platform.