Oxford Dictionary defines the term “demure” as “reserved, modest, and shy (typically used of a woman)” and “(of clothing) giving a modest appearance.” This seemingly normal word has taken the internet by a storm, so let us unpack its meaning.

Jools Lebron (@joolieannie) coined the term “demure,” on her TikTok page over the summer. She told CBS Mornings that she essentially wanted to poke fun at the housewife aesthetic and reclaim a term representing modesty for those who fit outside that norm. Lebron identifies as a plus-size transgender woman, and began to post TikToks doing “demure” everyday activities.

For example, her captions said “How I Go to New York in a Demure Way,” and “How to Thank the Hotel Staff When You Leave in a Demure Way.” One would use the phrase like this: Notice how I’m describing the origins of this word? Very demure, very mindful. Lebron says in one of her videos, “I’m very modest, I’m very mindful.

The way I came to the interview is the way I go to the job. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure.”

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After Lebron’s “demure” videos started to go viral, many others followed in her footsteps. Some would also dress modestly and use light makeup “demurely,” while others would use the term in an ironic sense. People began to post content that was practically the antonym of “demure’s” meaning, and yet still use the word or phrase as a joke.

The demure trend is the opposite of the usual sensational and flamboyant trends on TikTok, such as the Pumpkin Trend in which an individual yells “pumpkin” louder and louder in a public space. Oxford Dictionary’s earliest evidence for the use of “demure” is in a 1937 poem illustrating the death of the Former King of England Edward III.

In the poem, “demure” is used to express the calmness of the sea. This early definition of the word correlates to how the demure TikTok trend is a nice divergence from the app’s usual chaos, instead focusing on serene and peaceful actions, fashion, images, and more.

Companies have embraced the “demure” trend, with Taco Bell using the “Very demure, very mindful” audio while a woman cuts a Crunchwrap Supreme with a fork and knife. Marketing blogs have described the demure trend as “marketing gold” for a wide range of reasons. Here are some of those reasons compiled:

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The Appeal of Authenticity

We, as consumers, are absolutely bombarded with fancy and evocative marketing. Shifts in consumer preferences demonstrate that consumers now favor brands that feel genuine. Since the term “demure” signifies tranquility and modesty, this trend aligns with what consumers truly want.

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Transition from Bold to Bashful

Companies that are typically known for their flashy images and neon colors, like Taco Bell, are now falling suit to the demure trend. Thus, there is a major contrast between the content they used to produce and the content they now produce.

Meaningful Practices

Apps like Tinder now encourage users to forge meaningful connections rather than quick thoughtless swipes, and others are implementing sustainable and transparent operations. These things are incredibly appealing to the new consumer base!

This seemingly simple word, “demure,” first used by Lebron in a joking manner, has catapulted into essentially an entire subculture influencing companies, content creators, and everyday people alike. What do you all think the next famous word will be?