Modesty is in its peak era . . . but not in the way you think. The word demure is the new word of the season after TikToker Jools Lebron popularized it in a viral video that garnered 6 million views and over 600,000 likes within about two weeks. In it, she shows off her natural makeup look, saying, “See how I come to work? Very demure. I do my makeup, I lay my wig, I do a little braid, I flat iron my hair, I do chichis out, I do viral vanilla: very demure, very mindful.”
Now people can’t stop saying demure in both apt and ironic settings. Going through airport security with electronics already out of the bag? Very cutesy, very demure. Not blowing up when responding to drama? Very demure, very mindful. Sitting in the middle seat of a crowded train and not man-spreading? Very . . . wait for it . . . demure.
