Why is everyone online “very demure, very mindful” right now?

The internet is currently being “very demure, very mindful” right now. 

Confused? It all started with Jools Lebron, known on TikTok as @joolieannie, who describes herself as a “fierce diva.” In early August, she posted a video titled “how to be demure at work,” where she talks – deadpan – about her approach to office attire and etiquette.

“You see how I do my makeup for work? Very demure. Very mindful,” Jools says, with full winged eyeliner, heavy blush, and a touch of sarcasm.

“I don’t come to work with a green cut crease. I don’t look like a clown when I go to work. 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 show up at the job looking like Patty and Selma. Not demure. I’m very modest. Very mindful.”

The exaggerated combination of over-the-top makeup and tongue-in-cheek advice caught on immediately. Within days, the trend exploded across TikTok, with users mimicking the “very demure” tone while adding their own spin.

What exactly is the demure trend about? 

The trend is essentially a parody of exaggerated etiquette advice, where creators add a layer of absurdity by earnestly describing everyday activities as “demure” and “mindful.” For instance, Jools has posted follow-up videos on how to be “demure in Vegas” or “how to apply deodorant in a demure way.” The joke lies in the disconnect between the behaviour being described and the label of “demure,” which doesn’t quite fit – but that’s the point.

“Very cutesy, very mindful” has become a staple ending to these videos, reinforcing the tongue-in-cheek tone that makes the trend so funny. The humour here is almost absurdist: it’s not about the literal meaning of “demure” but more about leaning into the irony of the situation.

Why it works

The “very demure, very mindful” trend is a classic example of internet humour that thrives on irony and absurdity. Unlike other viral moments that hinge on clearly defined traits – “clean girl summer”, for example –  this trend doesn’t offer any concrete guidelines. Instead, it’s about embracing the randomness and having fun with the exaggerated concept of being “demure” in situations where that description doesn’t make sense.

In a world where trends come and go, the “very demure, very mindful” craze is all about enjoying the absurdity of it all – very cutesy, very mindful, and of course, very demure.