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If it took you a second to adjust to the “Brat Summer” trend and you only just got the hang of it, we’re sorry to say that another trend is quickly taking over. So, before you get behind on the latest TikTok craze, let us tell you how to be very demure and mindful.
Just like we can thank Charlie XCX for our fun and inspiring Brat summer, we can thank TikTok creator, @joolieannie for a For You Page that’s sure to be full of giggles.
Who is Jools Lebron?
Jools Lebron, also known as @joolieannie, is an entertaining and hilarious trans woman who started it all with a video on how to go to work, being “very demure and very mindful.” It’s important to remember that in this video, and the many more that came after, Jools is being sarcastic and approaching the subject in a joking manner.
@joolieannie
In this TikTok post, Jools shows off her makeup and hair, presenting an example for how to be “demure and mindful” when going to work. She says “You see how I look very presentable?” while wearing a full face of makeup that includes full-winged eyeliner and a heavy amount of blush. This video quickly gained millions of views and Jools now has 1.3 million followers on TikTok and 24.1 thousand followers on Instagram.
What Does It Mean To Be Demure and Mindful?
The word “demure” typically describes women. Being demure means having a modest appearance or being reserved and shy. Meanwhile, to be mindful is to be conscious and aware of something.
It can be seen that with Jools Lebron’s comedic videos, she is reversing how “demure” can be used against women and female-identifying individuals to create videos that satirize criticisms of how women present themselves. Instead of upholding the standard of actually being demure, people can poke fun at the word by following along in the trend.
How the “Very Demure, Very Mindful” Trend is Growing
Jools is growing the trend by continuously adding to her series of “very demure, very mindful” videos, causing thousands of similar videos to follow the trend and create new, humorous versions. For Jools, it’s making videos such as “how to visit New York in a demure way” or “how to exit the plane while being demure.”
@joolieannie
The tag “#demure” has around 53.2 thousand videos under it as of writing this blog, with people eagerly following along in the trend to lift spirits and make everyday tasks just a bit more fun (and mindful, of course). Creators will post videos of them eating, running errands, traveling, and many more activities with the “very demure, very mindful” humor presented as the backbone of it all.
@undos VERY ✨demure✨
Apart from just comedy, the trend has also become a way to highlight more serious topics. This is evident in videos that promote the importance of mental health, physical health, and voter registration, such as the TikTok below.
@keltonallen You feel me? #kelton #demure#cute#2024#atl #rights #vote #whmpartner @Watering Hole Media
The sarcastic use of “demure,” “mindful,” and “cutesy” has led to the beginning of a season full of laughs and community. People all over the world, from so many different ways of life, have participated in the demure and mindful trend and continue to do so as Brat summer slowly becomes a relic of the past and comes to a close.
While Charlie XCX’s bright green mood board of the summer will always be in our hearts (and we’ll definitely keep listening to the album), Jools Lebron’s demure and mindful fall is around the corner to keep humor alive — and we can’t get enough of it.
