00:00If you've been feeling very mindful, very modest, and very cutesy, you may have just caught the demure bug.
00:06The word demure's origins can be traced back to the old French word d'amour, or demureur,
00:11which meant to linger or to delay.
00:13By the late Middle Ages, demure began to acquire its modern connotation,
00:17referring to someone who is reserved, modest, or shy.
00:20This change likely arose from the notion of someone being slow to speak or act,
00:24interpreted as a sign of modesty or decorum.
00:28So why is it all over your For You page now?
00:31The sudden and explosive popularity of demure can be linked back to TikToker Jules LeBron
00:36after she posted this video.
00:38You see how I do my makeup for work?
00:40Very demure. Very mindful.
00:42You see how I look very presentable?
00:44The way I came to the interview is the way I go to the job.
00:48A lot of you girls go to the interview looking like Marge Simpson
00:51and go to the job looking like Patty and Selma.
00:54Not demure.
00:55And this TikTok resonated.
00:57It currently holds over 23 million views
01:00and sparked widespread usage of demure across social media platforms.
01:04Even huge celebrities are hopping on the trend,
01:07such as Kim Kardashian and Penn Badgley,
01:09who showed the internet how he gets ready for a day on the set of Netflix's You.
01:14You see how I show up to work?
01:16Very demure. Very mindful.
01:19I don't really do too much when I'm at work.
01:24I'm very mindful.
01:27Playing a romantic icon for five seasons.
01:29I'm very modest. I'm very mindful.
01:31You see my shirt?
01:32Show them the shoulders, not the boulders.
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