Jools Lebron, pictured on Jimmy Kimmel Live! this week, after her "very demure" TikTok videos went viral
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00:00In recent weeks, thousands of videos showing us how to refine our etiquette have popped up on
00:05TikTok, all off the back of the, very demure, very mindful, trend. The satirical idea started
00:12out as poking fun at the stereotypical ideas of femininity, but it has since taken on a life of
00:17its own. While half of the internet are using the phrase ironically, others are concerned that the
00:23trend is just another way of setting unrealistic standards for women. So, is anyone actually trying
00:30to be demure, or is this just a massive in-joke that's been blown out of proportion?
00:35The seemingly harmless catchphrase was coined by content creator Jules LeBron,
00:40who posted a TikTok earlier this month on her demure work outfit and mindful makeup.
00:46You see how I do my makeup for work. Very demure,
00:49very mindful, she told her millions of followers. A lot of you girls go to the interview looking
00:55like Marge Simpson and go to the job looking like Patty and Selma. Not demure.