The “very modest, very conscious” meme trend: what it is and how it started

Social media trends spread like wildfire. One day, one phrase, one challenge or another, Memes It’s relatively unknown, and next thing you know, it’s everywhere, dominating feeds and conversations. The latest is the viral “very demure, very conscious” meme trend that originated on TikTok and quickly spread to other social media platforms.

How it started

The trend started with a 40-second TikTok video by beauty influencer Jools Lebron in which she showed off her professional makeup look, in which she described herself as “very demure, very conscious.” The video went viral and put the word “demure” in the spotlight.

Jools explained that her inspiration came from a previous experience where she toned down her makeup for a new job and opted for a more natural look. For her, “modest” means being “conscious,” “modest,” and considerate of oneself and others, presenting oneself in a professional and respectful manner.

“Many of you go to interviews looking like Marge Simpson and to work looking like Patty and Selma. Not at all modest,” she said in her TikTok video.

The trend has since evolved, with users adapting the phrase to humorous and ironic situations, but Jools’ original intention was to promote a positive message about self-presentation and mindfulness.

Some ‘very modest, very conscious’ memes

What does ‘demure’ mean?

According to the Cambridge English Dictionary, ‘decure’ is defined as:

— “(of a person) calm and polite in a way that shows respect and does not want to draw attention to himself.”

— “(of a behavior or quality) that shows calm and polite respect.”

Synonyms: modest, reserved, shy, humble, unpretentious

Jools Lebron’s definition of ‘demure’

Jools Lebron has redefined what it means to be “modest.” For her, it’s a statement of self-awareness and confidence. She describes it as a playful, yet understated attitude, and a balance between humility and self-expression.

She uses the word “demure” to describe her classic style and as a nod to her identity as a trans woman, she told CBS Mornings. She found a sense of community on TikTok, connecting with others who share similar experiences.

Ultimately, Jools believes that “your modesty is what it means to you.” She has continued to create content around the theme of “modest,” sharing funny and relatable situations such as getting on a plane, thanking hotel staff, or straightening her hair. The series has taken off, surprising Jools with its popularity. She now has 1.5 million followers on TikTok and nearly 100 million likes on her videos. The trend has inspired other creators to jump in, tagging various things as “modest” or “not modest.”

Her success has also opened up new opportunities for her. The transgender woman revealed that she will now be able to finance the rest of her transition thanks to her viral videos.



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