TikTok’s ‘Very Demure, Very Mindful’ Trend: What It Is and Why It’s Going Viral

In the ever-evolving landscape of TikTok trends, a new phenomenon has emerged that combines satire with exaggerated femininity—it’s called the “Very Demure, Very Mindful” trend. This viral movement, known for its humorous take on modesty and traditional gender roles, has quickly captivated TikTok users, resulting in a surge of related content. At the heart of this trend is the concept of “demuremaxxing,” where users push the boundaries of the demure aesthetic to absurd levels, creating content that is both entertaining and thought-provoking.

The Birth of a Trend: Satire Meets Traditional Femininity

The “Very Demure, Very Mindful” trend originated from a viral video by TikToker Jools Lebron, who introduced the idea of acting “demure” and “mindful” in everyday situations, albeit in a highly exaggerated manner. The trend parodies the advice often given to women about how to behave in the world, poking fun at past trends like the “clean girl” and “coquette” aesthetics. These earlier trends emphasized minimalist beauty and hyper-feminine style, respectively, and were widely popular on TikTok. However, the “Very Demure, Very Mindful” trend turns these notions on their head, using satire to challenge and mock the idea of traditional femininity.

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

The Viral Impact of Jools Lebron

Jools Lebron’s initial video, posted on August 2, 2024, showcased her “demure” approach to preparing for work, complete with a detailed beauty regimen that included makeup, a long straight wig, and a spritz of perfume. Her portrayal of demure behavior—characterized by exaggerated modesty and reserve—quickly resonated with TikTok users, garnering over 2.7 million views in just ten days. Lebron’s follow-up video, where she repeatedly used the phrase “very demure, very mindful,” went even more viral, amassing 7.6 million views. This rapid success spurred a wave of user-generated content that embraced and expanded upon the trend.

Expanding the Demure Universe: ‘Demuremaxxing’ and ‘Demuretsey’

As the trend gained traction, new terms and variations began to emerge. “Demuremaxxing” refers to the act of amplifying the demure aesthetic to an extreme degree, often in absurd or incongruous situations, such as pretending to be demure while performing everyday tasks like eating a sandwich or waiting at the airport. Another spin-off, “demuretsey,” blends the demure concept with a more playful, cutesy vibe. Lebron’s video explaining “demuretsey” quickly became a hit, attracting 1.8 million views shortly after its release.

@sayessence cant be demure if you’re off ur meds 😭my sister @Jools Lebron is on to something! #fyp #foryoupage #demure ♬ original sound – essence

The Cultural Impact and Satirical Commentary

The “Very Demure, Very Mindful” trend serves as a satirical commentary on societal expectations of femininity and modesty. By exaggerating these traits to the point of absurdity, the trend invites viewers to question the validity and relevance of traditional gender roles in modern society. The trend’s appeal lies not only in its humor but also in its ability to repurpose and subvert existing cultural phenomena. It reflects TikTok’s broader tendency to popularize niche ideas and reframe them in a way that challenges conventional norms.

Me when I’m about to jump to conclusions and then I remember to be classy and demure pic.twitter.com/eVRD5uJ5NB

— Meech (@MediumSizeMeech) August 11, 2024

The “demure” trend follows in the footsteps of other popular TikTok movements, such as the “clean girl” aesthetic, which emphasized effortless beauty and minimalist lifestyles, and the “coquette” trend, known for its hyper-feminine style. Both of these earlier trends were widely embraced and eventually parodied on the platform. The rise of “Very Demure, Very Mindful” also coincides with the fading “Brat summer” trend, which celebrated a more hedonistic and rebellious approach to self-expression, highlighting the ever-changing nature of TikTok’s trend ecosystem.

As the “Very Demure, Very Mindful” trend continues to evolve, it remains a testament to the power of social media in shaping and reshaping cultural narratives. Whether through satire, humor, or exaggeration, this trend underscores the platform’s ability to reflect and critique the world around us in creative and unexpected ways.

Word of the week:

Be very demure. Very mindful. Very cutesy.

— 𝐌. (@mxniquejade_) August 12, 2024

i can always tell when there's a new tiktok buzzword because i saw 73 tweets with the word "demure" in it today

— june (@matzahluvr) August 12, 2024

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Shivam Kumar

Hi, I'm Shivam Kumar. I'm pursuing Journalism honors from the IP University. I love the skill of writing and looking forward to learn more of it. Also I love traveling and experiencing new things every day....