Very Demure, Very Mindful, Very Redundant

The influence that the word “demure” has exerted on mainstream media is nothing short of extraordinary. On August 5th, 2024, TikTok creator, Jools Lebron posted a viral video in which she used the phrase “very demure, very mindful” to describe her makeup before heading to an interview. Her use of “demure” was a clever, satirical critique of the unrealistic stereotypes associated with femininity.

The video quickly gained traction, amassing over 50 million views, and suddenly, the word “demure” was everywhere. From Netflix categories to personal bios, every corner of the internet was touched by this term.

TikTok, a platform known for its unpredictability, played a crucial role in this phenomenon. A content creator on TikTok can utter a simple catchphrase and become an overnight sensation. However, in this instance, it wasn’t the creator who became famous—it was the word she used.

In its relatively short eight-year existence, TikTok has dramatically reshaped the media landscape. By amplifying every bell and whistle of social media’s interconnectedness, the app has given rise to unprecedented trends, patterns, and cultural shifts. If any platform could turn a singular word into an overnight sensation, it would certainly be TikTok.

The word “demure” now carries a new connotation. That being, a current, playful, internet influenced, adjective used in daily 2024 life. Before the explosive takeover of this word, it hadn’t been used in modern English language since the 1500’s.

The word “demure” has its roots in Old French, with the term “mure” meaning grave, serious, and modest. Middle English adopted and adapted this, transforming it into “demure,” a word that was commonly used from the early 11th to the 15th century. This evolution reflects the French influence on English during that period, shaping the word into the meaning we recognize today.

Fortunately, internet trends have a limited lifespan. “Demure” experienced a wave of popularity, but it is now steadily declining. This highlights the challenge of maintaining individuality in a world where so many people use the same phrases, words, and trends to express themselves.