Everything About the “Very Mindful, Very Demure” Trend on TikTok

Over the last few weeks, we’ve seen so many posts on TikTok about being “very demure, very mindful”.

Even the Singapore Police Force has jumped on the bandwagon.

@singaporepoliceforce We are also very considerate, very mindful, very demure 👮👮‍♂️ #verydemure #verymindful #demure #mindful #safeguardingeveryday #singaporepoliceforce ♬ original sound – Singapore Police Force

And if you haven’t been mindful enough to hop on the trend or at least find out what it’s all about, don’t worry, we got you.

What the “Very Mindful, Very Demure” Trend on TikTok is All About

It all started  on 6 August, when US-based content creator Jools Lebron posted a video about how she went to work looking “very demure, very mindful” with her make-up and dressing.

“I don’t come to work with a green-cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work. You see how I look very presentable? The way I came to the interview is the way I go to the job.”

She added: “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. I’m very modest, I’m very mindful. You see my shirt? Only a little chee chee out, not my cho cho. Be mindful of why they hired you. Here’s your reality check, diva. What’s the name you’d like me to make it out to?”

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

Although we don’t really know what “chee chee” and “cho cho” mean, we’re not exactly sure we want to find out. You can leave it up to your own inference and imagination.

While the video was originally posted as a cheeky joke poking fun at the typical stereotypes of femininity, the trend has since spread like wildfire, with celebrities like Jennifer Lopez and Olivia Rodrigo using the catchphrase as well.

How the Trend Has Changed her Life

Lebron has gained a lot more attention as a result of the trend, and had previously made another post on TikTok to update her followers, saying how TikTok changed her life and that she was going to carry on with her gender transition as a transgender woman.

“Because one day, I was playing cashier and making videos on my break, and now, I’m flying cross country to host events, and I’m going to be able to finance the rest of my transition. I finally said it without crying!”

She had also made a post a few days ago saying that she was finally going to book the beginning stages of her top surgery “thanks to TikTok and demure”.

Legal Battle over Trademark

Interesting, this got into a legal battle.

According to TMZ, an entertainment website, a person named Jefferson Bates living in Washington state had filed for a trademark for the catchphrase. Lebron had wanted to file for a trademark as well but found out about this as she was trying to do so, and was therefore caught in a legal battle.

However, it seems that she just might be able to secure that trademark for herself after all, as US trademark law recognises the first person to use it, not the first person to file it.

In addition, Lebron can also file for a federal trademark which will give her the authority to use it in the whole country, hence overriding the state-level trademark.

In a post she made about a week ago, Lebron mentioned: “We got it handled. Mama got a team now!”

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

We love that for her. Very mindful, very demure.