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.
Jools LeBron (1.3 million TikTok followers) is the viral creator of the “modest” trend
It fell off a week ago and now it seems to be everywhere. image.twitter.com/dZHXOX6k8d
—Danielle Vermeer (@DLVermeer) August 14, 2024
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
See how he poses? Very modest, very attentive, very tender. image.twitter.com/G2Co5SO1BK
— rosa⁷ (@taessarect) August 17, 2024
Living with 3 cats is a very modest and very conscious way to live. image.twitter.com/3Z4Wvex0HQ
— Coral Island (@coralislandgame) August 19, 2024
Do you see how he sits on his throne? Very modest, very attentive, very elegant. image.twitter.com/O91EOmTvMD
—JRR Jokien (@joshcarlosjosh) August 16, 2024
See how he opens doors with both hands? Evenly? Very demure, very attentive. See how he pauses for a moment to let everyone admire him? Very tender, very considerate. image.twitter.com/Z3NMy27VtI
— anna 🏹 (@myelessar) August 15, 2024
Very modest. Very conscious. image.twitter.com/wStOl6qoq3
— Noah (@Nwnysb) August 10, 2024
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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