Very demure .

You can’t go anywhere without hearing somebody say, “Very classy, very cute, very demure.”

But where did it all start? I guess you can say “Demure” is a term used in LGBTQ+ spaces, more specifically drag and ballroom culture, or if you religiously watchedThe Nannylike I did — Fran Drescher.

See how she talks about being very demure ? Very mindful 😌 # TheNannyis streaming now on Peacock.#FranFine#Demure@joolieannie

But, “very demure” became a household term in 2024 thanks to TikTok influencers, especiallyJools Lebron.

Jools is a creator and beauty influencer who shares makeup tutorials, product demonstrations, and sometimes funny videos of her just being THAT GIRL.

In case you haven’t seen it already, in one of the original “demure” TikTokvideosfrom Aug. 5, she described how she gets ready for work, and the rest became history. “I don’t come to work with a green cut-crease,” she said. “I don’t look like a clown when I go to work.”

“I don’t do too much, I’m very mindful at work. See how I look very presentable? The way I came to the interview is the way I go to the job.”

fyp#demure

“A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma.”

Jools, who goes by @joolieannie on TikTok, currently has 1.6 million followers and around 98.9 million likes on the platform, a number that continues to grow after her unique spin on “demure” went viral.

Thanks to all the attention and viral recognition, the creator, whoidentifiesas a transgender woman, shared news about the result of her growing internet fame.

“I feel so overwhelmed,” she said in another TikTokvideoposted on Saturday. “Like I feel so grateful, don’t get me wrong. But everything’s happening so fast. Like I just landed in LA… I have so much to do as soon I got here.” Then, she wiped the tears from the corner of her eye and said, laughing, “But, I’m living my fucking dream bitch!”

Jools and the “demure” trend are taking off; even celebrities have jumped in on the fun.

Olivia Rodrigoshowedoff her hair length in a TikTok video using another version of Jools’s “demure” voiceover.

Bebe Rexhausedthe voiceover in a TikTok video while getting a few touchups during a shoot.

Similarly, Sophia Bushsynchedthe voiceover while getting glammed up and her hair laid for days.

Lindsay Lohan and Jamie Lee Curtisput their own spinon the trend while filmingFreakier Friday,the much-anticipated sequel to the 2003 Disney comedyFreaky Friday.

So, people are out here supporting creators' careers so that they can achieve important milestones and life changes?

Now that ’s very demure ; very mindful .

Person with braided hair in a car, caption reads: "How to be demure and modest and respectful at the work place."

Marge Simpson and Selma Bouvier from The Simpsons wearing winged costumes and standing on stage in front of a red curtain

Person with long blonde hair and a black top with printed text posing for a photo

Close-up of a man's face with text reading, "Make the videos, TikTok has changed my life."

Olivia Rodrigo poses for a close-up photo with long hair styled to the side, wearing bold red lipstick and gemstone earrings

Bebe Rexha posing on a red carpet, wearing an elegant off-the-shoulder black dress with intricate detailing, and long wavy hair styled to one side

Sophia Bush smiling, standing with hands on hips, wearing a beige blazer, black top, and jeans in front of a metallic backdrop

Jamie Lee Curtis, wearing a dark suit with embroidered details, poses with Lindsay Lohan in a stylish white outfit. Both are seated against a geometric backdrop