The season of being brazen and shameless is over. If the internet were to be believed, it’s time to get rid of the Brat T-shirts and mini skirts and switch things up for something more cutesy, and, well, demure and mindful. This week on the web, the phrase “very demure, very mindful” is on everyone’s tongue. It’s all thanks to makeup artist and content creator Jools Lebron a.k.a. @joolieannie on TikTok, who also happens to be the newly appointed authority on what it means to be “demure.”
Why Is Everyone Being “Very Demure, Very Mindful”?
Jools Lebron, who now has over 1.3 million followers and 86.7 million likes on TikTok, is going viral for her series of videos schooling viewers on how to be demure. “You see how I do my makeup for work? Very demure. Very mindful," she says in one of her videos. "I don't come to work with a green-cut crease. I don't look like a clown when I go to work. I don't do too much. I'm very mindful while I'm at work. You see how I look very presentable? The way I came to the interview is the way I go to the job. 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.
"I'm very modest. I'm very mindful. You see my shirt? Only a little chee chee out, not my cho cho. Be mindful of why they hired you. Here's your reality check, diva. What's the name you'd like me to make it out to?"
She posted the video last August 6 and weeks later, she’s still uploading videos on how to be demure and mindful with your appearance, from makeup, hair, and outfits, to behaviors in certain places and events. Other content creators are also hopping on the trend, showing off their “very demure, very mindful” outfits and beauty looks.
Even our very own Bryanboy hopped on the trend, uploading photos of himself on his summer vacation with the caption: “Love a long, hot, very hot, summer. Keep it demure! Keep it cutesy!”
Is "Very Demure, Very Mindful" Connected to "Brat Summer"?
As the idea of being demure has come up, some can't help but think this is a reaction to the Brat Summer trend. For the uninitiated, this is a reference to British singer Charli XCX's latest album titled Brat.
The singer explained the term in an episode of TikTok's Off the Record. “You’re just like that girl who is a little messy and likes to party and maybe says some dumb things sometimes. [She] feels like herself, but maybe also has a breakdown, and kind of, like, parties through it. [She's] very honest, very blunt. A little bit volatile. Does dumb things. But it’s brat. You’re brat. That’s brat.”
Is "Very Demure, Very Mindful" Satirical?
As the "very demure, very mindful" trend sweeps across the internet, it's evident that people are embracing this satirical spin on traditional femininity. Jools, the mastermind behind the trend, explains, "The demure videos are obviously a joke to me, but people in my comments are like, 'Well, my job doesn't pay me extra to be demure. Sometimes they just get me when I roll out of bed,'" she said.
"I did a brand deal with Urban Decay and did a green-glare-cut crease, but that same day, I started my first day at Texas Roadhouse. Every demure video is just me referencing me. That’s the entire joke! Some people are like, 'Maybe we shouldn’t judge people for how they arrive at work.' Girl, I’m just judging myself!"
Whether you're in on the joke or genuinely considering a more modest and mindful approach to your appearance, one thing is clear: Jools Lebron has sparked a conversation that extends far beyond fashion and beauty. It’s a playful reminder that how we present ourselves can be a powerful statement—whether delivered with a wink or with sincerity. So go ahead, channel your inner diva, and just remember to keep it demure and mindful—whatever that means to you.
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