Origins and Meaning Explained

Has a Gen Zer in your life recently used the word “Demure” in your presence? Are you forced to scroll through countless TikToks of people showcasing things that are “very demure, very mindful” on social media, even though you don’t even have a TikTok account? That’s very demure of you—very mindful. But what does it really mean?

A popular makeup TikToker known as Jools Lebron recently posted a clip where she explained her makeup look for work. “You see how I do my makeup for work? Very demure. Very mindful. 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,” she says in the video, which has amassed over six million views on TikTok. The clip has sparked reenactments by celebrities like JLo, Olivia Rodrigo, and even Joe Biden. Just imagine him trying to open TikTok.

According to Merriam-Webster, demure means “affectedly modest, reserved, or serious.” While it’s not a new word, TikTok has given it a significant boost. Even The New York Times took note, leading to a deluge of pop culture references. For instance, Gilmore Girls is considered very demure. Fingers crossed, Emily In Paris gets her own demure moment soon.

After Lebron’s video gained traction, the TikTok creator revealed that she is now able to “finance the rest of my transition” due to her fame and various brand deals. “TikTok has changed my life,” she said.

It’s only a matter of time before the term demure is adopted by the wrong crowd, like a TV villain attempting to justify nefarious actions. That’s definitely NOT very demure or mindful.