The phrase “very demure, very mindful” has been popularized by TikTok creator Jools Lebron. She posts short videos instructing her followers on how to be demure (that is, modest, respectful, and humble) in various situations, such as at work, on airplanes, and on family vacations.
The trend has caught on, and now many TikTok creators are sharing tips on how to be “demure,” often expanding the word’s definition in a tongue-in-cheek way.