What is Demure? TikTok’s Latest ‘Very Mindful, Very Cutesy’ Trend

The term 'demure,' once associated with modesty and reserve, has seen a resurgence on TikTok, driven by a viral video from TikToker Jools Lebron.

Originally from the Old French word 'demurer,' meaning "to linger," the word evolved in the Middle Ages to describe someone modest or shy.

The video, which has garnered over 23 million views, ignited the trend, making 'demure' a buzzword across social media.

Even celebrities like Penn Badgley have joined in, showcasing their own takes on the trend, further cementing its popularity in modern digital culture.