Very Demure, Very Mindful
what it means
From a viral 2024 video about being polished and low-key at work. It was applied within days to things that were the opposite of demure.
A catchphrase describing understated, considerate behaviour — used almost entirely ironically.
the origin story
Coined by TikTok creator Jools Lebron in August 2024, in a video about workplace presentation.
It became one of the fastest-spreading catchphrases of 2024, reaching brands and news broadcasts within weeks. Lebron's attempt to trademark it, and the discussion about creators profiting from their own virality, became part of the story.
in the wild
I ate the whole thing standing over the sink.
Very demure. Very mindful.
She kept her makeup really subtle for the interview.
Very demure, genuinely.
how to use it
- Ironically describing behaviour that isn't demure at all
- Referencing 2024 internet culture
- Light captions
- If you want to sound current — it peaked quickly
- Professionally
- Where the reference won't land
related terms
receipts
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