One week, everyone is embracing a brat summer, and the next, they are approaching life in a “very demure, very mindful way.” So why the sudden use of “demure”? Let’s get into it.

Where it started

“Demure” traditionally means “reserved and modest,” but here, it’s just a playful joke, not a nod to old-fashioned manners. Jools Lebron popularized the phrase jokingly in a video about workplace beauty standards, suggesting that one should be “demure, modest, and respectful” at work.

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

In her video, Jools highlighted her simple makeup and modest attire, humorously advising her viewers to respect their employers and be conscious of why they were hired. She emphasized her own careful approach to work.

How it spread

Her audio clips have been widely used, leading to numerous parodies of her videos by celebrities such as Penn Badgley, Eva Longoria, Jenna Ortega, and Ice Spice. The White House even utilized her meme format on their X account, previously known as Twitter.

@iampennbadgley That’s a wrap on Joe Goldberg @Jools Lebron ♬ original sound – Penn Badgley

A Transcendental Change

Jools’ influence extends beyond just the internet community; her life has also undergone a significant transformation. What started as a simple online presence has evolved into something much larger, affecting her personal and professional life in ways she likely never imagined.

In a TikTok video she shared, Jools encouraged others by saying, “TikTok transformed my life.”

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

Jools, a transgender woman, has gone from creating TikTok videos on her breaks as a cashier to traveling around the world for events, and has already earned sufficient funds to complete her transition. 

 Very Mindful

Being demure means showing proper behavior and being reserved, quiet, and modest. Jools and others online are changing the idea of what it means to be demure, adding new meanings like “considerate” and “cutesy.” 

@joolieannie #fyp ♬ original sound – Jools Lebron

Like many slang terms, “demure” has evolved and taken on a new meaning. It’s no longer just about being reserved and modest. 

Instead, people now use it in a funny and clever way to highlight differences in behavior, often as a joke rather than seriously trying to be demure.

It’s cool when people get the recognition they deserve. Just like Jools, she mentioned that her “demure” series helped her land brand deals and hosting gigs, and even fund her transition. It’s proof that social media can have a positive impact! 

So, how demure are you?