What is the sudden fascination with demure on TikTok? An in-depth look at the trending phenomenon

TikTok users are currently obsessed with the phrase “very demure” used by creator Jools Lebron. The term, along with “very cutesy” and “very mindful,” has gained popularity on the platform with over 50,000 posts using the term “demure.” Lebron, a transgender creator, gained considerable following after her videos went viral with millions of views. The trend of using unique terms on social media is not new, with phrases like “OK Boomer” and “Goblin Mode” becoming popular among users. Lebron’s content has evolved from makeup and product reviews to include the concept of “demurity” and how to be “demure.” Other TikTok stars, like Haley Kalil, have also joined in on the trend, both earnestly and sarcastically. The use of the term has even led to humor about the changing seasons, with people joking about transitioning from “Brat summer” to “demure fall” or “mindful autumn.” Lebron has pointed out how the trend has impacted her life positively, allowing her to pursue hosting events and finance her transition. The creator’s rise to fame showcases how language and trends on social media can have a significant impact on users’ followers and influence.

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