Here’s why you’re suddenly seeing ‘very demure, very mindful’ all over TikTok and Twitter

I love when a word takes over TikTok, it’s so satisfying to see a new catchphrase run the show for a few months. Up next is the term “very demure, very mindful” which is all over TikTok at the moment and has spread to Twitter / X. You might think you know what it means to be demure and to be mindful, but have you locked in what it means to be VERY demure and VERY mindful in tandem? I think not. Here’s an explainer of the TikTok “very demure, very mindful” trend for your pleasure.

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

TikTok icon Jools Lebron has been at the forefront of the demure and mindful movement. She’s always teaching us how to be demure and mindful at work, on the go, in the car, thanking service staff – you name it, Jools has got a method of teaching you how to be demure.

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

Her workplace video has gone insanely viral. “See how I come to work? Very demure. I don’t wear too much makeup. I don’t wear wing liner and lashes. Very considerate, very approachable, very demure. Let’s be mindful whilst we’re at work, ladies. This is not a fashion show.”

This has resulted in loads of parody videos and inspiration taken from Jools as we all try and follow that iconic example to be a bit more demure and mindful in our day to day lives.

@hal.baddie

keep it demure

♬ original sound – Devin Halbal

HalBaddie also called it out, saying “We need to keep it demure because a lot of you don’t know how to keep it demure for at least five minutes,” they said. “And then you act shocked when sh*t hits the fan.”

Very demure and very mindful has migrated from TikTok to Twitter – even brands like Chili’s are joining in the memes.

chili's is feeling very demure, very mindful

— Chili's Grill & Bar (@Chilis) August 12, 2024

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It is literally the word of the hour.

i can always tell when there's a new tiktok buzzword because i saw 73 tweets with the word "demure" in it today

— june (@matzahluvr) August 12, 2024

And it’s hilarious.

now THIS is demure pic.twitter.com/mG78n5ZtUW

— i dont have a name (@de4dname) August 12, 2024

A lot of people have also pointed out the similarity to the viral moment earlier this year revolving around “mindful of why you were invited to the section”. Although, like the tweet says, being very demure and very mindful aside you will just NEVER be her.

“Demure” “classy” “cutesy” you will never be her pic.twitter.com/I2VKPXHmOj

— possiblykimrichards (@psblykimrichrds) August 11, 2024

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