It is not in doubt you have seen the word ‘demure’ on your social media timeline or perhaps you have heard someone use it, causing you to wonder.

Demure is all the rage across social media platforms but it originated on TikTok.

According to the Oxford English Dictionary, other words for demure are: calm, coy, bashful, shy, modest, unassuming, reserved, composed.

Demure became the latest social media catchphrase when a TikTok user, Jools Lebron, used it in a video posted on August 5, 2024.

Jools, who usually posts GRWM (get ready with me) videos and make-up tutorials, used the phrase “very demure” to describe how they show up for work and their attitude while there.

The Chicago-based beauty influencer admonished people who pay no attention to how they dress on the job compared to when they seek it. She took issue with poor fashion choices for corporate environments.

“You see how I do my make-up? Very demure, very mindful. 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.

“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. I’m very modest. I’m very mindful,” she said.   

"You see my shirt, only a little chichi and not my entire chocho [cleavage, breasts]," Jools added. "Be mindful of why they hired you."

Jools Lebron’s TikTok page, since going viral, has more than 1.8 million followers, while the ‘very demure’ video has more than 30 million views, and is captioned: "How to me demure and modest and respectful at the workplace."

The phrase is now world-famous.

Jools Lebron or Joolie Annie was born male and presents as a woman.