‘Demure’ trend explained: who is Jools Lebron and how has she sparked a viral TikTok trend?

nme.com:

TikTok in recent weeks, but where did the meme come from?Last week, Wednesday star Jenna Ortega brought the trend to a mainstream setting when she recreated the original video while on the set of her new film Beetlejuice Beetlejuice with co-star Justin Theroux.She is just one of tens of thousands to have joined in with the craze over the last month, and the whole sensation can be traced back to one particular influencer and her choices of words.Jenna Ortega doing the “demure” trend in a new video for ‘BEETLEJUICE BEETLEJUICE’ pic.twitter.com/TIVJCCtqto— Complex Pop Culture (@ComplexPop) August 15, 2024The trend began with TikTok user and content creator Jools Lebron, who began posting videos to her 1.2million followers last month about the essential qualities of staying “demure” and “mindful” in public situations.#fyp #demure @OAKCHA @Paul | Fragrance Influencer ♬ original sound – Jools Lebron “The way I came to the interview is the way I go to the job,” she said in one of the earliest posts in the trend. “A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma.

Not demure.”“You see how I do my makeup for work?” she asks in another. “Very demure. Very mindful. I didn’t come to work with a green cut crease.

I don’t look like a clown when I go to work. I don’t do too much, I’m very mindful while I’m at work.”#fyp ♬ original sound – Jools Lebron Lebron stresses the importance of remaining demure no matter the situation – whether at a drag show (“I don’t stand out, I let it be about them”) or at the pharmacy (“Ladies, let’s be mindful while we’re at the CVS, this is not the Met Gala”).She reminds followers to keep the mentality even when going through some of life’s.