Why Is Everyone Saying “Demure” All Of A Sudden?

You know that phenomenon where you never hear a word at all for most of your life, and then suddenly notice that it’s just...

everywhere? That’s what’s happening with demure right now: the term has taken over TikTok thanks to the efforts of creator Jools Lebron (known on the app as @joolieannie ). If you, like me, are over 30 and in desperate need of help when it comes to the ever-evolving TikTok lexicon, look no further; below, find everything you need to know about the rise of “demure fall”. Where did the term demure come from? From the brilliant mind of Lebron, basically.

In a TikTok titled “How to be demure and modest and respectful at the work place”, the influencer explains the concept thusly: “You see how I do my make-up 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.

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.” (I, personally, cannot relate to the concept of not dressing like a clown for work, but I salute the effort.

) How did the phrase blow up? Like brat girl summer before it, the “demure” phenomenon took on new life once it migrated from TikTok to X and Instagram Reels. The phrase has .