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NASA to celebs: Who’s zooming who? #SpaceBarbies

It's inescapable; everyone is having a introverted, sober fall—or so they say.

Published August 20, 2024 at 2:35pm by Mary Walrath-Holdridge

What Does 'Very Demure, Very Mindful' Mean and Why Does the Internet Love It?

The latest internet buzzword, "demure," has gone viral since early August, sparked by a TikTok video from personality Jools Lebron. In the video, Lebron, a trans woman, describes how she does her makeup at work: "very demure, very mindful."

Merriam-Webster defines "demure" as "affectedly modest, reserved, or serious." Oxford adds it's often used to describe shy, modest women or clothing. On the internet, it's become an attitude, an aura, and a popular partnership opportunity for brands, with Lebron appearing alongside RuPaul on "Jimmy Kimmel Live."

In the wake of Lebron's video, which has 36 million views and counting, everyone from fashion and beauty brands to airlines and NASA is cashing in. United Airlines used audio from Lebron's follow-up video about lining up for a plane: "See how I line up...I don't rush, I take my spot, I don't intrude." It's not just brands: even President Biden got in on the trend, with the White House posting a picture to Instagram captioned: "Canceling student debt...Very mindful. Very demure."

The internet's desire to be "very demure, very mindful" has led to an explosion of content, from J-Lo promoting her beverage line to NASA sharing images of Saturn's rings.