In August, TikTok content creator, Jools Lebron (@joolieannie), redefined summer when she shared a satirical take video on how women should be at work, with a “very demure, very mindful, very cutesy” hair and makeup. Unexpectedly, this catchphrase went viral with users sharing ways on how to be demure and mindful in different everyday situations.
To define this lifestyle, being demure is to be modest, delicate, and subtle. This is a style expected from women, inside and outside of work— to not take space and draw excessive attention. Similarly, being mindful is being conscious of one’s feelings and surroundings, making deliberate and thoughtful choices in how you live your life.
After it went viral with comments that “I don’t get paid enough to do this”, Jools clarified that it was not that serious and that it was a joke referencing moments to her own life (such as ordering food, picking up the ID that you left in a gay bar, or even when hungover). For Jools, the “very demure, very mindful, very cutesy” is not a trend but a lifestyle.
Like all things TikTok, brands leveraged this trend. Some partnered with Jools such as Lyft where she had a “cutesy” ride. United Airlines and Owala also used Jools’ TikTok sound to promote their brands with a creator who is boarding the plane in a “very demure” manner and a carousel posts with their new colors respectively.
Here’s our take on the trend: Do you see how Jelli makes effective transparent masks? Very demure, very mindful, very cutesy. We don’t come to work without feeling safe and fashionable.
Reference/s:
Smith, K. L. (2024, August 22). TikTok “Very demure, very mindful” trend explained (In a demure way). Capital. https://www.capitalfm.com/news/tiktok-very-demure-very-mindful-meaning-original/
Moneywatch. (2024, September 4). Author of “very demure, very mindful” catchphrase seeks federal trademark. CBS News. https://www.cbsnews.com/news/tiktok-jools-lebron-very-mindful-very-demure-files-trademark-application/