Meet social media's new favorite word.
Popularized by TikTok creator Jools LeBron in early August, "demure" has become one of the most-used phrases on the internet over the past month. It doesn't discriminate—anyone or anything can be demure.
Getting coffee? Demure. Going shopping? Demure. Playing football? You guessed it, demure.
Everything these days is demure, but what does it even mean? Sure, there's a dictionary definition, but there's always something more to any piece of viral Gen Z slang.
Here's everything to know about LeBron's demure meme, including why George Kittle, Angel Reese and other athletes are getting in on the trend.
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Jools LeBron 'demure' trend, explained
Anyone can be demure in any situation. Therefore, it's no wonder the trend has made its way into the sports world. Kittle, Reese, Team USA volleyball and other athletes and teams have posted content using demure to emphasize their reserved, mindful demeanors in various settings and to describe various things.
Simply put, those using the phrase are not doing too much or too little—they are self-aware, calm, and modest. In other words, they're demure.
'Demure' meaning
Demure is an adjective usually used to describe someone or something reserved, modest, and shy—typically used of a woman. However, according to LeBron, there's more to the phrase than just the dictionary definition.
The TikToker has turned the word into a statement of self-awareness and confidence, emphasizing that nothing is as serious as it seems. She often pairs demure with words like "cutesy" and "mindful" in her videos, which have also become a part of the trend.
"Your demure is what it means to you. It's being mindful and considerate of the people around you, but also of yourself and how you present to the world," she told CBS Mornings.
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How Jools LeBron 'demure' trend started
The demure trend began in early August when LeBron, known as @joolieannie on TikTok, posted a short video highlighting her makeup look for work.
"See how I do my makeup for work? Very demure, very mindful," she said. "I don't do too much. I'm very mindful while I'm at work. See how I look? Very presentable."
The clip, which now has nearly 6 million views and 3.2 million likes, blew up—and with it, so did demure. Due to the success of her video and subsequent popularity on social media, LeBron, who identifies as a transgender woman, has said she is now able to fund the rest of her transition. She went from working as a humble cashier to a viral sensation in less than a month, and it changed her life.
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Is Jools LeBron named after LeBron James?
It's probably safe to assume LeBron and LeBron James are not related, and their common name is no more than a coincidence. Nevertheless, until either party explicitly states a lack of shared ancestry, it's a valid question worth asking.