The beauty influencer who started the viral trend, Jools Lebron, told "CBS Mornings" about the inspiration behind her popular demure video — and what the word represents to her. "Your demure is About. Very Demure, Very Mindful is a viral video and catchphrase popularized by TikToker Jools Lebron, aka @joolieannie. The TikToker posted a series of videos about how to look "demure" at work in early August 2024, including one in which they said, "See how I do my makeup for work? Very demure, very mindful."The videos set off a TikTok slang trend in the following days in which people Very demure, very mindful," she says in a video posted on Aug. 5. "I don't look like a clown when I come to work. I don't do too much, I'm very mindful while I'm at work." In the days that followed, she made dozens of now-viral videos showing how she does everyday tasks in a "very demure" way, like ordering food, getting manicures, boarding airplanes and even The original 'very demure, very mindful' TikTok video featured Jools Lebron. To make a long story short, the "very demure, very mindful" trend on TikTok began with a woman named Jools Lebron . The term 'demure,' once associated with modesty and reserve, has seen a resurgence on TikTok, driven by a viral video from TikToker Jools Lebron. Originally Very demure, very mindful," Jools Lebron, @joolieannie on TikTok says in the video that has since gone viral. The video posted by Jools, on Aug. 5, has garnered over 35 million views on TikTok and Within one week, Jools's video has had over 7 million plays and 800,000 likes, with a catastrophic number of trending videos using her 'very demure, very mindful' voiceover. Here is the original video of Jools Lebron talking about being demure and mindful. @joolieannie. #fyp #demure ♬ original sound - Jools Lebron This video quickly went viral, inspiring countless users to imitate and adapt the concept. Lebron followed up with a series of "very demure, very mindful" videos, showcasing how to

maintain a "demure and mindful" attitude in various everyday scenarios, such as at the airport, in nightclubs, ordering at restaurants, and more. While the term "demure" simply means reserved, modest or soft-spoken, the word came to be used in a slightly ironic sense on TikTok amid the trend revolving around Jools Lebron's viral video. In such posts, people joked about eating their burrito bowls in a "demure" manner and joked about how their over-the-top makeup is actually quite demure