In recent weeks, TikTok has seen an explosion of interest in the concept of being "demure," thanks to a creator named Jools Lebron. Her use of phrases like "very demure," "very mindful," and "very cutesy" has captivated the platform, sparking a wave of similar content across TikTok.

The trend began earlier this month when Jools Lebron, known on TikTok as @joolieannie, started sharing videos that highlighted how she approaches various aspects of her life with a "demure" attitude. Whether she’s on vacation or waiting to board a plane, Lebron emphasizes being "very mindful" and "very demure." Since the trend's rise, Lebron's following has grown to 1.3 million on TikTok, and the term "demure" has been featured in over 50,000 posts.

In what seems to be the first instance of this trend, Lebron uploaded a video where she detailed her morning routine, 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." She concludes by reminding her viewers to stay "Very demure. Very mindful. Let’s not forget to be demure, divas."

The popularity of these terms on TikTok reflects how quickly inside jokes and slang can spread across social media, often becoming part of everyday language. While some trends, like "OK Boomer," have gained widespread recognition, others, such as "Goblin Mode," remain more niche. Last year, for example, "Rizz" (a term short for charisma) was named the "Word of the Year" by Oxford, highlighting how internet-born slang can gain mainstream traction.

Even younger users, part of Gen Alpha, have developed their own unique online language, sometimes referred to as “brainrot,” making their communication styles difficult for outsiders to understand.

For now, "demure" continues to dominate TikTok. The first video of Lebron using the term has garnered 3.9 million views, while a follow-up video has reached 13.8 million views. As Lebron continued to post content around this theme, her videos have consistently amassed tens of millions of views.

According to Merriam-Webster, "demure" means reserved or modest, a definition that has clearly resonated with TikTok users.

Before this trend, Lebron primarily posted "get ready with me" videos and product reviews. However, her August 2nd video, which introduced her now-signature phrase, marked a turning point. Since then, she has continued to share tips on practicing "demurity" and being "demure."

The audio from Lebron’s August 5th video has been used over 7,000 times by other TikTok creators, including major figures like Bob the Drag Queen from "RuPaul’s Drag Race" and lifestyle vlogger Monet McMichael, who each have millions of followers.

Some TikTok stars have adopted the term in a more sarcastic manner. Influencer Haley Kalil, who has over 10 million followers, posted a video where she mockingly blocks her ex-boyfriend in a "very demure" fashion, mimicking Lebron's style before humorously losing her composure.

The trend has even influenced seasonal memes, with users joking that we are transitioning from “Brat summer” to “demure fall,” or as some prefer, “mindful autumn.”

In a recent video, Lebron reflected on how the "demure" trend has changed her life. She shared, "Maybe you should make the videos because one day I was playing cashier and making videos on my break. And now I’m flying across the country to host events, and I’m going to be able to finance the rest of my transition." True to her brand, she ended the video with the hashtag “#demure.”