The beauty influencer who started the *** trend, Jools Lebron, told "CBS Mornings" about the inspiration behind her popular demure video — and what the word represents to her. "Your demure is About. Very Demure, Very Mindful is a *** video and catchphrase popularized by TikToker Jools Lebron, aka @joolieannie. The TikToker posted a series of videos about how to look "demure" at work in early Au***t 2024, including one in which they said, "See how I do my makeup for work? Very demure, very mindful."The videos set off a TikTok slang trend in the following days in which people Very demure, very mindful," she says in a video posted on Aug. 5. "I don't look like a clown when I come to work. I don't do too much, I'm very mindful while I'm at work." In the days that followed, she made dozens of now-*** videos showing how she does everyday tasks in a "very demure" way, like ordering food, getting manicures, boarding airplanes and even The original 'very demure, very mindful' TikTok video featured Jools Lebron. To make a long story short, the "very demure, very mindful" trend on TikTok began with a woman named Jools Lebron . The term 'demure,' once associated with modesty and reserve, has seen a resurgence on TikTok, driven by a *** video from TikToker Jools Lebron. Originally Very demure, very mindful," Jools Lebron, @joolieannie on TikTok says in the video that has since gone ***. The video posted by Jools, on Aug. 5, has garnered over 35 million views on TikTok and Within one week, Jools's video has had over 7 million plays and 800,000 likes, with a catastrophic number of trending videos using her 'very demure, very mindful' voiceover. Here is the original video of Jools Lebron talking about being demure and mindful. @joolieannie. #fyp #demure ♬ original sound - Jools Lebron This video quickly went ***, inspiring countless users to imitate and adapt the concept. Lebron followed up with a series of "very demure, very mindful" videos, showcasing how to

maintain a "demure and mindful" attitude in various everyday scenarios, such as at the airport, in nightclubs, ordering at restaurants, and more. While the term "demure" simply means reserved, modest or soft-spoken, the word came to be used in a slightly ironic sense on TikTok amid the trend revolving around Jools Lebron's *** video. In such posts, people joked about eating their burrito bowls in a "demure" manner and joked about how their over-the-top makeup is actually quite demure