Why is everyone suddenly "Demure" and how this TikTok trend started

It seems everyone on TikTok learned a new word and can't stop saying it.

"Demure."

The latest trend has people posting videos talking about how they go about a task like shopping or putting on makeup and adding they do this "very demure."

In fact, lots of celebrities including J.Lo have hopped on the trend.

The definition of demure is "reserved, modest, and shy."

So, how did everyone get so modest all of a sudden?

It's all thanks to Jools Lebron, who goes by joolieannie TikTok.

@joolieannie #fyp #demure ♬ original sound - Jools Lebron

Last month, she began posting videos describing how she does her makeup, goes to an interview, and travels.

She always adds other adjectives when explaining her style, such as "very cutesy, very sweet, very demure."

@joolieannie #fyp #demure ♬ original sound - Jools Lebron

Although many of her videos are meant to be a bit of a joke, people have loved the demure trend, and it's been a wonderful source of positivity.

@buzzfeed You see how the cast of Emily In Paris showed up to the carpet? Very DEMURE and very MINDFUL! 😍✨ #EmilyInParis #Demure ♬ original sound - BuzzFeed

There's also been a few cases of people naming their newborn baby girls "demure."

@noahandlori Highly recommend a demure husband 😌 @Jools Lebron this has taken over our lives 😆 #couplestiktok #couple #husbandwife #demure #funny #trend #love #husband ♬ original sound - Noah and Lori

If you need a sweeter explanation on why this trend is awesome, check out this comedy routine by Josh Johnson.

@joshjohnsoncomedy A very mindful definiton of the Demure trend #demure #mindful #trend #fy ♬ original sound - Joshjohnsoncomedy

Feature image from Jools Lebron via TikTok