It is not a new word, nor is it slang; rather, a word you would expect to see on your SAT vocab list. Yet, this word has recently become a hot trend all over social media, and ironically, it is anything but “demure.”

Ever since Jools Lebron, a transgender TikTok creator, popularized the word by using the catchphrase “very mindful, very demure” in her viral TikToks, social media users have spread it globally. In a video she posted on Aug. 5, which surpassed 50 million views, Lebron tells her followers, “You see how I do my makeup for work? Very demure. Very mindful,” while demonstrating a nice, clean makeup look. “I don’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. You see how I look very presentable? The way I came to the interview is the way I go to the job.”

Lebron’s playful use of the word was created out of satire, poking fun at stereotypes of what it means to be an “ideal woman” and how society defines “femininity.”

“It’s funny how a word like ‘demure,’ which means to be modest and reserved, is used as being someone bold and confident on social media.” Julie Lee (11), social media enthusiast, said.

However, the overuse of the word has sparked mixed reactions online, with some people embracing it and others finding it polarizing.

“I love ‘demure,’ it’s part of my vocab at this point,” Sarah Kim (11), avid user of TikTok, said. “But I do feel like it’s only popular because when people see a hard word, they adapt to it and try to make it a trend, like ‘coquette.’”

Indeed, much like “coquette,” which has also seen a resurgence on social media, “demure” is one of those words that’s been recontextualized by Gen Z. What was once a term to describe shy modesty has now become a cheeky badge of boldness, confidence, and even rebellion.