What is Demure? TikTok trend, explained

Have your Gen Z colleagues started saying they eat their salads at their desk in a “very modest, very mindful” way, and you have no idea what they're talking about? I'm here to help. Modesty fever has hit TikTok, all thanks to a creator named Jools Lebron. Earlier this month, Lebron posted a video describing what it takes to come to work modestly.

“I put on my makeup. I put my wig down. I braid a little plait,” she said to the camera. “Very modest, very careful. Let's not forget to be modest, divas.”

Since then, Lebron has made dozens of videos about what is and isn't modest, mindful, and cute. (I think it's fair to say that Lebron is obviously joking and laughing his head off.) Their videos have taken the app by storm, with their most viewed “modest” video reaching over 19 million views. Since Lebron's videos went viral, people have taken it upon themselves to explain what is and isn't modest. Here's a short list of what TikTok users, including Lebron himself, have deemed modest.

This is the most viral of LeBron's demure videos, with over 19 million views and nearly 17,000 videos with the sound—even SpongeBob has jumped on the trend. In it, she preaches the importance of looking demure at work. “See how I look very presentable? The way I came to the interview, I go to work,” she says. “A lot of you girls go to the interview looking like Marge Simpson and go to work looking like Patty and Selma. Not demure.”

@eboniqueluxe points out that it's not very polite to burn your nails while smoking a joint.

From what I understand, an important part of being reserved is not taking up too much space and keeping to yourself, so this ridiculously small iced latte is of course very reserved.

“See me doing my morning walk of shame? Very demure, very mindful,” said @sayessence. “Sunglasses on so I'm discreet. Not too high, not too low so no one sees the pain in my eyes.” Very cute!

How excited do you think the Netflix resident is “Gilmore Girls” Stan when they remembered this exchange?

I'm a little surprised the campaign didn't put this together first, but I guess their minds are still with brat. This video, in which Kamala is “very considerate, very approachable, very low-key” compared to Donald Trump and JD Vance, has been viewed over 10 million times. The cheesy era of Generation Z is upon us.

I believe her.

This is my personal favorite video of Lebron. She is right – I not I have to get Wingstop after work, but I really want a baked potato from a chain restaurant.