The phrase "very cute, very demure" has gained popularity through a viral trend on TikTok, primarily associated with beauty influencer Jools Lebron. The term "demure" traditionally refers to someone who is reserved, modest, and shy, often embodying a sense of decorum and understated elegance. This concept has been humorously reinterpreted in the context of modern social media culture.


Meaning of "Demure"
The word "demure" originates from the Old French term "demurer," which means "to linger." Over time, it evolved to describe a person, particularly a woman, who is modest and composed, avoiding attention-seeking behavior. In contemporary usage, especially within the TikTok trend, it has taken on a playful and somewhat ironic tone. Users are encouraged to present themselves in a polished, mindful manner, often contrasting this with exaggerated or humorous depictions of less refined behavior.

The Trend
Jools Lebron's TikTok videos emphasize being "very demure, very mindful," encouraging followers to adopt a modest approach to their appearance and behavior in various social settings. For instance, she critiques those who dress inappropriately for job interviews, using humor to highlight the importance of presenting oneself well. This trend has resonated widely, leading to participation from various celebrities and sparking discussions about femininity and social expectations4

The phrase combines the traditional meaning of "demure" with a modern twist, suggesting a blend of cuteness and modesty while also serving as a commentary on societal norms regarding presentation and behavior.