Who is Jools Lebron and what is the Very Mindful Very Demure trend on TikTok?
JOOLS Lebron is a TikToker taking the platform by storm with more than one million followers.
The star - who goes by @joolieannie - regularly delights fans with videos on how to be "demure" in different ways.
Who is Jools Lebron?
Jools is a content creator with a entertaining character who posts comical videos showing followers how to be demure.
The demure craze blew up after the star posted several satirical videos, including one where she garnered 8 million views instructing viewers how to be “demure and modest and respectful at the workplace.”
Other recent videos include advice on how to thank hotel staff in a demure way, and how to be demure when you have "midnight munchies".
Another clip shows how to be demure while going out, while a fourth is titled "how to be demure at the drag show".
read more on makeup
One of the creator's most viewed videos is on dealing with drama in a demure way.
In this Jools says: "Earlier I fell into drama, not demure of me, I've always been nice and mindful."
She continues: "Let's be mindful of who we are before someone feeds drama to us."
The star's content is well received with one comment saying: "Very optimistic, very uplifting, very supportive, very demure."
Most read in News Tech
Another fan writes: "So inspiring. So demure," while a third person added: "Inspirational. Thank you babes, I needed to hear this."
What is the Very Mindful Very Demure trend on TikTok?
Some of Jools' videos shows fans how to act demure in a range of random situations.
These include boarding an airplane or leaving a Cirque de Soleil show.
Another video also went viral as she showed her followers “how to be demure and take your antidepressants,” stating she is “mindful” of why she was prescribed the medication.
This sparked a trend where other TikTokers post clips showing how they are trying to look "demure" and "mindful" at work and in life.
What is the meaning of Demure?
According to the Merriam-Webster dictionary, “demure” is defined as being “modest and reserved” and acts as an adjective when you’re speaking.
But TikTok users are putting a more goofy, cutesy spin on the word.
It's new meaning is being “proper” or “decent”.
The word is now being used to describe a range of things from makeup to fashion and attitude.