TRENDING: What does 'very demure, very mindful' mean and where did it come from?
Step aside, long-time crowd-favorite "slay." There's a new buzzword in town, and it's shifting the whole vibe from being fierce to being demure.
From the way people present themselves at work to enjoying a Subway sandwich, the catchphrase “very demure, very mindful” has been the word on many TikTok and Instagram users' lips.
Celebrities such as Penn Badgley, RuPaul, Nadine Lustre, and Paramore's Hayley Williams have hopped on the trend, showing how they go about their days "very demure, very mindful."
How it started
The buzzword started when beauty influencer Jools Lebron posted a 33-second TikTok video showcasing her office look for the day.
"You see how I do my makeup for work? Very demure, very mindful," she said in the video.
"I don't come to work with a green crease... I don't do too much. I'm very mindful while I'm at work."
@joolieannie #fyp #demure ♬ original sound - Jools Lebron
She paired her “very approachable” high-cut lavender shirt with a “very considerate” no-winged-liner-and-lashes makeup look.
The video has since reached 33.1 million views, and the catchphrase “very demure, very mindful” has taken over the internet and influenced netizen's approach to simple daily tasks.
@emiliekiser this had me rolling hahahaha😭😂 very midfullllll #dayinmylife #momsoftiktok #comedy #relatable #demure #verydemure #midful #youngmom #justgirlythings ♬ original sound - 2poor4prada ☆ﾟ.*･｡ﾟ
What does it mean to be demure?
The word “demure” usually refers to a person’s reserved and modest appearance, while "mindful" refers to being conscious of something.
In an interview with CBS Mornings, Lebron shared that her version of being demure is more of a statement of self-awareness and confidence.
"When I did start making TikToks, I found girls just like me who are plus size, who are trans, who are having the same experiences that come uniquely with that set of combinations. Your demure is what it means to you. It's being mindful and considerate of the people around you, but also of yourself and how you present to the world.”
“Nothing has to be so aggressive. Like everything could just be very cute,” she added.