'Demure,' TikTok's latest trend, has social media users hooked on living with modesty
As a counter to 'Kamala is brat,' viral trend has social media users aiming to be 'demure' and 'mindful'
{{#rendered}} {{/rendered}}The new trend of being "demure" is taking over TikTok, and the lifestyle craze has people being more mindful about the way they present themselves.
Based on what some content creators are saying, living a demure lifestyle means living modestly. The word has gone viral, as more than 122,000 videos on TikTok include the hashtag #demure.
Jools Lebron is a TikTok creator based in Chicago, Illinois, whose explanation video has garnered over 23 million views. In the footage, Lebron attempts to give examples of what it means to "act demure."
{{#rendered}} {{/rendered}}VIRAL TIKTOK TREND HAS BRIDES SHOCKING THEIR HUSBANDS WITH BRAND NEW LOOK ON WEDDING DAY
"You see how I did my makeup for work? Very demure, very mindful," Lebron said.
She continued, "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."
{{#rendered}} {{/rendered}}What is the new "demure" trend? TikTok users have been weighing in on how acting calm, modest and mindful is taking over the internet. (iStock)
The term "demure" means "reserved" and "modest," according to Merriam-Webster.
TikTok users weighed in on the viral personality trend — with many saying they love using the word.
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{{#rendered}} {{/rendered}}"I can’t stop saying, ‘Very demure, very mindful,’" one user commented.
A different user said, "I love this and don’t know why…"
In a viral TikTok video, Jools Lebron of Chicago (not pictured) said that acting calm in an airport is very "demure." (iStock)
Another person gave an example of exhibiting a demure personality: "Today, I grabbed a straw for my drink and told myself, ‘Very demure.’"
{{#rendered}} {{/rendered}}Another user spoke of being confused, saying, "I spent my whole day thinking about whether this is serious or a joke. Not very demure or mindful of me."
In another TikTok video, Lebron revealed how to act demure when at the airport.
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{{#rendered}} {{/rendered}}"You see how I walk through the airport? I don’t do a lot like these other girls. I get to my gate, and I get on the plane. I’m very cutesy, right, demure."
Other creators gave more examples of how someone can be demure.
Campbell Puckett, a content creator based in Georgia, shared her take on the trend in a TikTok video that reached more than three million views.
{{#rendered}} {{/rendered}}Campbell Puckett, at right, a content creator from Georgia, revealed what she thinks is considered "demure" in a recent TikTok video. Her husband, Jett Puckett, is pictured at left. (Cindy Ord/Getty Images/Tory Burch)
In the video, Puckett is shown slicing an almond croissant with a fork and knife — saying the way she’s doing it is "demure."
"You see how I eat this? I’m very modest. I’m very demure. I’m very cutesy," she said.
"I’m not messy," she added. "I don’t like crumbs."
{{#rendered}} {{/rendered}}The idea of acting "demure," according to TikTok users, is to live mindfully and with quiet modesty. (iStock)
Zach Jelks, a content creator who posts under the handle @undos on TikTok, also spoke of demure to his six million followers. One video in particular reached more than three million views after Jelks discussed a demure Chipotle order.
"Do you see how my Chipotle bowl looks edible? Do you see how you can see the contents of the bowl?" he asked.
After noting that he doesn’t ask for sour cream on the side instead of on top of his bowl, and that he only purchased a small bag of chips, Jelks said that this is an example of being demure.
{{#rendered}} {{/rendered}}Fox News Digital reached out to Lebron, Puckett and Jelks for comment.
TikTok users have gone viral for revealing how they live a demure lifestyle, with some saying they exhibit the trait when ordering food, traveling through airports and more. (iStock)
The social media trend comes just shortly after the rise of "brat summer," coined by singer Charli XCX.
In a TikTok video posted on her personal account, Charli XCX said that "brat summer" is a "girl who is a little messy and likes to party."
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She continued, "Maybe you do some dumb things sometimes, [someone] who, like, feels herself but also … maybe has a breakdown."
The pop star also described this person as someone who is "honest, blunt and volatile."
{{#rendered}} {{/rendered}}Vice President Kamala Harris' campaign for the presidency leaned into the viral "brat" meme that has stormed the internet and garnered the attention of Gen Z. Yet the unconventional campaign strategy may be foreign to older voters, many of whom were left wondering what "brat" even means, as Fox News Digital previously reported.
What's the meaning of the demure trend on social media? TikTok users explain why being mindful is taking over the internet. (iStock)
In July, after Charli XCX tweeted, "kamala IS brat" hours after President Joe Biden ended his re-election bid and endorsed Harris, the campaign's X account capitalized on the "brat" phenomenon.
It changed the account's cover photo to feature the lime-hued color used on Charli XCX's album cover, replacing the words "Brat" with "Kamala HQ."
{{#rendered}} {{/rendered}}"She's sort of building her brand around this, specifically with the whole brat culture thing."
"I think it's a tool and like any tool, she's using it for her, but it also will continue to be used against her," Eric Dahan, the California-based founder of Mighty Joy, which helps commerce-focused brands convert social communities into sales, told Fox News Digital.
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"She's leaning into a lot of this stuff she was made fun of to just kind of laugh it off [and] make it seem like just a personality trait, but she's sort of building her brand around this, specifically with the whole brat culture thing."
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Dahan also said older Americans were left scratching their heads about what "brat" means in the context of an American president.
Fox News Digital's Kendall Tietz contributed to this report.