The 'Very Demure, Very Mindful' TikTok Trend, Explained

If you've spent any time on TikTok over the past week or so, chances are you've stumbled upon the phrase "very demure, very mindful." But what does it mean? Let's take a deep dive into the trend and how it started.

The original 'very demure, very mindful' TikTok video featured Jools Lebron.

To make a long story short, the "very demure, very mindful" trend on TikTok began with a woman named Jools Lebron. She posted a 38-second video on Aug. 5 showing off the professional way she did her makeup.

"See how I do my makeup for work? Very demure, very mindful," she started the video, which has since attracted more than 29.2 million views.

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Lebron continued: "I don't do too much. I'm very mindful while I'm at work. See how I look? Very presentable. 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."

What is the 'very demure, very mindful' TikTok trend?

You might be thinking, "OK, that's great. I finally got to see the original video that started the trend. But I still don't understand!" And you wouldn't be alone.

Put simply, the "very demure, very mindful" TikTok trend is a sarcastic commentary about performing femininity/modesty.

Since her initial viral post, Lebron has offered countless other examples of how to be "very demure, very mindful." Like her clip explaining how to go to the Las Vegas strip while being demure.

"I cut a little slit down the shirt, I show a little chi-chi," she said of her outfit. "Not too much. Very mindful, very demure, very understated."

Or her update on boarding a plane in a demure way.

"You see how I line up for the plane? Very cutesy, very demure," she said to her TikTok followers. "I don't rush. You see how I get on the plane? Very demure, very mindful."

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Celebrities and politicians are also participating.

Plenty of other big names have gotten in on the trend. On Aug. 16, Kim Kardashian posted via Instagram, "See the way I take my bts pictures….very cutsie, very mindful, very demure…not like the other girls."

President Joe Biden also hopped on the trend on Aug. 16. On Twitter, the official White House X account wrote, "Cancelling the student debt of nearly 5 million Americans through various actions. Very mindful. Very demure."

When Hayley Williams opened for Taylor Swift at a London Eras Tour concert, the Paramore lead singer evoked the trend. A TikTok video showed her saying, "Do you see how we show up to the Taylor Swift show to rock out? Very demure, very f--king mindful!"

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On Aug. 17, Demi Moore and Bruce Willis' daughter, Rumer Willis, jumped on the bandwagon. She wrote in a video posted via Instagram, "CELEBRATING MY 36TH BIRTHDAY AT THE BEACH, LOCALLY, AND NOT IN EUROPE...IT'S THOUGHTFUL, IT'S MINDFUL, IT'S HUMBLE... ?IT'S DEMURE?."

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