“Very Demure, Very Mindful” is a trending phrase on TikTok that has recently taken the internet by storm. The phrase originated from a TikTok video posted by beauty influencer Jools Lebron in August 2024. In this video, she humorously describes how she presents herself at work in a way that is “demure” (modest and reserved) and “mindful” (conscious and considerate). Lebron’s satirical take on modesty quickly resonated with viewers, leading to the viral spread of the phrase across social media platforms.

Origin and Evolution

Jools Lebron first used the phrase in a TikTok video where she showcased her work-appropriate makeup and outfit, emphasizing that she avoids overly dramatic looks, instead opting for a more “demure” and “mindful” appearance. The video quickly gained popularity, amassing millions of views and sparking a trend where users applied the phrase to various mundane activities, often with a tongue-in-cheek attitude. The trend is seen as a response to previous trends like “Brat Summer,” embracing a more subdued and self-aware aesthetic​ (UPROXX)​ (Harper’s Bazaar Australia)​ (Philstar Life).

Usage in Conversations

The phrase “Very Demure, Very Mindful” is often used in a playful or ironic context, either to describe someone who is genuinely reserved and considerate or to mockingly highlight overly modest behavior. Here are a few examples of how it might be used:

• Describing Modesty: “I’m just going to sit here quietly with my tea—very demure, very mindful.”
• Ironically Highlighting Behavior: “Ordering a plain salad at lunch today—very demure, very mindful of my diet.”
• Playful Self-Description: “I decided to go without eyeliner today. Feeling very demure, very mindful.”

Why It’s Trending

The trend has gained traction not only because of its catchy nature but also due to its versatility. It can be applied to a wide range of situations, from how one dresses to how they behave in public. The phrase has also been embraced by various influencers and celebrities, further fueling its popularity. Additionally, the trend serves as a satirical commentary on societal expectations of modesty and decorum, particularly for women, while also providing a light-hearted way to discuss self-presentation​ (Harper’s Bazaar Australia)​ (indy100)​ (Philstar Life).

In essence, “Very Demure, Very Mindful” is more than just a phrase—it’s a playful yet pointed reflection on how we present ourselves and the subtle expectations society places on us.