What is 'Demure'? A Dummy's Guide to the TikTok Trend

Traditionally, the term "demure" refers to someone who is modest, reserved, and often shy, particularly in a way that is appealing or endearing. It can also describe a style of dressing modestly. However, within Gen Z culture, particularly on platforms like TikTok, the concept of being "demure" has taken on a new, satirical twist.
 

The "Very demure" trend emerged as a playful and ironic take on traditional notions of modesty and reserve. Social media users, inspired by content creator Jools Lebron, have started to joke about doing everyday activities in a "demure" fashion—such as going to a concert or getting ready for work—emphasizing a sense of quiet confidence and gentility. The trend embraces the idea of being "cutesy," clean, and mindful, avoiding loud or messy behaviors, and simply getting things done without drawing too much attention.
 

The essence of this trend lies in the understated and almost exaggerated portrayal of demure behavior as a contrast to the more flamboyant "main character energy" often celebrated on social media. It’s about embodying a cool, calm, and collected persona, akin to the mysterious girl at the bar swirling an olive in her martini, or the guest who gracefully exits a party early.
 

In essence, "very demure, very mindful" has become a viral way to describe a minimalist, almost aloof approach to life that resonates with those seeking a quieter, more deliberate form of self-expression.