not very demure of you

[@EnnuiMachine]

This trend has exploded like no other TikTok trend. I saw Amazon leave a package at my door and I rushed to say thank you to the delivery woman. When I did yell “Thank you for not dropping the package!” (I’ve had problems with that in the past), the Amazon lady turned around, and without hesitation said: “I deliver very demure, very mindfully.” And after maybe two seconds of a pause, we both burst into hysterics. This truly has crossed into the mainstream!

[@findus6528]

for real, my mom referenced it not soon after i learnt about it!

[@spacegalaxy19]

I live in very rural Ireland and one of my teachers said “very demure” with a squinty eye and a smirk and my brain nearly exploded like BRO HOW DOES SHE KNOW!!

[@EnnuiMachine]

@@spacegalaxy19 💀

[@spicymayo623]

This makes me so happy for some reason 😂❤

[@TheOneandOnlyD-R-E]

If this isn't proof tiktok needs to be banned, nothing is. 😂

[@EnnuiMachine]

This demure, mindful, and cutesy thing is just wild. It reminds me of Paris Hilton trademarking “That’s hot” in 2007.

[@FrancisFabricates]

Fuck I love her

[@openmike4559]

Paris was ahead of the game.😅

[@EnnuiMachine]

@@openmike4559 She’s a very smart businesswoman. She applied for the “That’s hot” trademark in 2004 and it took until 2007 to actually get it granted. She knew she was going to do a lot with that branding. And she has!

[@drewgoin8849]

Nooooooooo!

[@EnnuiMachine]

@@drewgoin8849 I read that in the Buddy the Elf no scream. lol

[@Angryoyster]

The worst and somehow best part of this trend is people thinking that tiktok made up the word demure.

[@bluz1864]

I don't know if I want to cry or laugh at that. Either way, that's not demure nor mindful at all!

[@craigjenkins5434]

That's what irritates me. I have no hate towards Jools or anyone else using the word, that's totally fine, but I hate that people are throwing around a word that has been around for centuries because they want to look cool and they act like it's new. It's really dumb

[@Angryoyster]

@@bluz1864 literally I saw a comment that said “I can’t with this new generation making up new words every 3 weeks” and they were getting flamed in the replies.

[@CMonarchh]

And then there's the whole opposite of this where very salty (old) people are malding at the "misuse" of the word.

[@kyralindsey5885]

​@CMonarchh demure is anti-woman. Its celebrating women who dont take up too much space.

[@TravisKerr1]

Was *not* expecting Swell to reference a Genshin meme in this video, total whiplash She is not lying about being terminally online

[@notsquirtley-enough]

Right? Made me do a double-take 🤣

[@MosesSuppose]

I was literally just about to comment the same thing!

[@lovethebirb8706]

I was literally playing genshin while listening to this video and i had to double check the youtube channel because i recognised swell's voice but didnt expect the genshin reference

[@coma70se]

Heart jumped out of my chest with the Genshin reference

[@ppinksun]

FR 😭😭 it was like a jumpscare

[@soupcanjr]

I often get annoyed with trends, but this one seems very fun! Hearing that Jools was able to pay for her transition after it blowing up is the cherry on top.

[@MosesSuppose]

For once, the memes actually became praxis and we love to see it

[@hotcocoandart]

I didn't know that!! That's actually very wholesome

[@adventureisntfar]

I know! This made my day to hear as a trans guy. Get that bag Jools! 😊

[@factorykat]

Yeah I don't have really any social media presence except Facebook because I'm a private person and don't like to share much, so I learn about most trends from YT. This one amuses me, and Jools seems like such a gem. I'm happy she'll be able to fund her transition, that's amazing.♥

[@Ocelot80524]

I agree, she started a very feminine trend too imo so I think it's a nice situation all around. She deserves to reach her personal goals, it's nice to see someone I can be happy for getting the limelight.

[@Onyx-_-liquor]

Thinking you own an editing style is how the downfall of Illuminaughtii began

[@notsquirtley-enough]

Exactly I was thinking too 😭

[@PeterFrikadelle]

So real 😂

[@ooliveoill]

I"m a doll collector. Jools is a doll collector. I was SHOCKED when I found out the demure and mindful girl was Jools. It's like seeing a niche internet micro celebrity turn into a niche internet macro celebrity.😭

[@madara-mada-mada-go]

omg arashi pfp in the wild... based

[@notsquirtley-enough]

@@ooliveoill that one video of her switching wigs with an American Girl doll has to be my favorite omg

[@Anon4a2cp]

Wait it’s an American girl thing I’m also a doll collector what lmao

[@notsquirtley-enough]

@@Anon4a2cp It may be one of Jools custom American Girl dolls? Not too versed with the doll collecting. I can’t link it, but the video I’m talking about is from 6-19 this year.

[@averyspecificdragon8780]

same. it's very very strange and trippy to see lol. never thought our niche little community full of catfights would be put on a spotlight like this lol

[@Deus_ex_lucifina]

It still fits with brat summer because it’s ironic and paradoxical. To even describe yourself as demure is not demure.

[@AnxietyRat]

This. Jools has said she is ultimately making fun of things that SHE has actually done in the demure meme videos that she makes... It's a self-deprecating joke, essentially.

[@billyford2262]

@@AnxietyRatso, it’s ironic. It’s irony essentially

[@probablynotian]

“I’m the first one that said demure” is the wildest thing. This is almost a race to the bottom sometimes.

[@greeny.official]

very silly considering the word demure has been around since the 1600s.

[@Tessa_Gr]

@@greeny.official Saying "I was actually the first to do/say X" is very common on the internet. Even for things that are decades old already. This seems to be one of the most extreme cases of acting like you were the first to say a trendy word/phrase.

[@magicivy]

It's insane that anyone would want to or be able to trademark the word "demure" since it's been a word since the 1300s (according to Merriam-Webster).

[@mr.bingusthecat]

⁠@@magicivyi mean trademarking “very mindful, very demure” is different than just trademarking the word demure. brands trademark catch phrases all the time. off the top of my head i can think of “eat fresh” and “just do it” which are very commonly used words but they’re still trademarks

[@LucifeRxGoSu]

nobody ever said that, but they were the first to use it in a meme context in a tiktok video

[@spenx09]

I saw a video of Jools very mindfully giving a box of cupcakes or something as a thank you to the staff when checking out of a hotel and I love that, the gesture and the fact that she may inspire a lot of people to do things like that (in a world of a-holes being a-holes to service workers)

[@rebelks88]

Wasn’t it really fancy doughnuts?

[@KylaTea]

Brat Summer into Demure Fall

[@theoutsiderjess1869]

I dont even know what Brat summer is

[@maninanikittycat4238]

@@theoutsiderjess1869same

[@prostitutepeppapig5849]

@@theoutsiderjess1869 oh hunny it will change ur life

[@brennan3723]

@@theoutsiderjess1869 Brat summer comes from Charli XCX's album "Brat" which dropped at the beginning of June. The album spoke to people and there was a bunch of creative marketing done with the album artwork (which is pretty impressive since it's just green with the word "brat" on it). You may have heard the song "Apple" from it because that seems to be the one used most in TikToks/Shorts/Reels. But, in the same way people did "hot girl summer" from the Megan Thee Stallion song, people turned it into a whole thing. But, I don't think it was as successful seeing as how more people seem to know hot girl summer than Brat summer.

[@mollytovxx4181]

Honestly sounds like a euphemism for a hangover.

[@abb93anitor]

I can’t hear this trend without hearing it in the cadence of that one shiba dog- much demure. very mindful. wow.

[@lemzini]

DOGE!!! such cutesy ;-)

[@GrimmRiot]

In my opinion the only two important skills that art school can teach you that you can’t learn any where else is how to be a creative in a shared space with other creatives 1) learning about art history, how inspiration works and understanding that because you get to make art that is inspired by other art you have to be ok with people being inspired by your art and making art at the same time as you 2) learning what professional critique is, how do actually do it (because a lot of people on the internet think unsolicited advice is critique when it’s not it’s just rudeness) and how to be ok with receiving it in times where it is warranted or asked for

[@banquetoftheleviathan1404]

So just fuck learning to work with any actual mediums I guess

[@abbyzoetewey538]

Heard a host on NPR say very demure very mindful, it broke my brain a little.

[@EnnuiMachine]

Oh. My. God. NPR?!? Okay that’s just insane. LOL 😂

[@abbyzoetewey538]

@@EnnuiMachine I think it was yesterday lol it’s spread so far

[@EnnuiMachine]

@@abbyzoetewey538 I feel like this is the opening scene of World War Z or something. It’s everywhere!!! No one can escape!!!!!

[@Anna-dd4rh]

Someone in our marketing department put the brat cover art in her PowerPoint and then said “if you don’t understand this picture, don’t start a (business) TikTok account. Just don’t.” 😂 feckin Rorschach for internet culture

[@EnnuiMachine]

@@Anna-dd4rh I love this

[@fugitive_]

I feel like you either love or hate this trend. As someone who doesn’t use tiktok, I only got introduced to this trend this week. I think it is very funny, i like the words, i think demure and cutesy are very fun to say, I really like the way people are saying it like you said the cadence of it. It’s very nice to my ears.

[@tardis358]

I'm pretty ambivalent to it.

[@LucifeRxGoSu]

ya if u used tiktok youd see it every other video and hate it too

[@elfish7766]

it’s cute and pretty unharmful but god have i gotten bored of hearing the same phrase over and over and over and i don’t even use tiktok

[@zoepittengerkyriacopoulos3572]

i like the cadence but there’s something so anti-feminist about it? like i know it’s satire but so much of it is about women making themselves smaller and quieter and more appealing.

[@Rita-kx3yr]

​​@@zoepittengerkyriacopoulos3572 Okay I see what you're saying, but it's also funny because by saying "I'm being very demure" you are technically doing the opposite. Mostly I see it as doing something carefully and then striking a Betty Boop pose lol

[@TheKokoroless]

"I want credit for doing it first!!!" Yeah so did hydrox but there's a reason why everyone knows Oreos instead of them.

[@Zectifin]

Imagine wanting credit for saying a word first that has existed for centuries.

[@deee71194]

@@Zectifin are you being intentionally obtuse? They want to trademark the entire catchphrase not just the word. And by your logic trademarks like “just do it” or “the happiest place on earth” can’t exist because those also consist of words that have existed for centuries 🙄

[@y-tiplex]

hydrox is the goat. nothing compares to them except cream betweens

[@sahie]

I think what people are missing from the “demure and mindful” trend is that a key part of it is being sarcastic with it. Like Jools posting a video with a green cut crease saying it’s demure and in her next video going, “I don’t wear a green cut crease to work because it’s not demure”. She’s constantly contradicting herself on what it means to be “demure” and none of it is really honestly about the traditional meaning of the word. That’s what makes it so hilarious! 😂

[@kyerin]

Yes exactly! I saw where some sorority people were posting 'very demure, very mindful' posts about rushing or whatever, and I'm sorry but that's nothing, you've missed the point.

[@kelseywillow8110]

Exactly it’s not about the word it’s about Jools and the backstory, going to a job with wild makeup yourself and then pressure of people and bosses to tone it down. It’s sarcasm. Or else this would have been the same as trad wife. There is something rebellious in it as well.

[@brettpgh3312]

@@kelseywillow8110 But, and please understand I'm only engaging to try and understand this better, it's not sarcasm. She's actually engaging in the behavior. Jools IS going in to interviews having toned down her look. She is saying she would personally prefer to dress a different way, but knows she has to tone it down for work. That's not irony or sarcasm or anything else people are calling it. That is fully engaging in the behavior. The message of the video is "I made sure to dress office appropriate and follow the rules." There's no rebellion in this, it's a call for conformity. I don't know. I just don't get it. I don't see the irony or sarcasm when the act is still being performed with the expectation of reward. They're legitimately recommending that women act demure. Which is mind blowing to me.

[@sleepysystem]

@@brettpgh3312 except she still wasnt performing modestly in the originating video. she was wearing her hair blonde, down to her thighs, massive winged eyeliner and bright pink lipstick, none of which are ACTUALLY demure, all of those are very visibly eyecatching and were the exact opposite of what she was describing ("short hair", "minimal makeup" etc.) idk if you missed the joke or if you and a whole bunch of other ppl jsut seem to be looking for ways to make a trans woman seem anti-feminist for performing femininity in the same ways cis women do all the damn time with no backlash... sidenote i see that last "they" baby, who were you referring to, bc jools is a she/her and you seemed to be aware of that earlier in your comment.

[@brettpgh3312]

@@sleepysystem Nope. You come for someone else, I ain't the one. They is a universal pronoun that applies to all people.

[@verybestandmilkyestcow4623]

Theres this jewelry brand that I purchased one item from call the pure vida. And they just sent me a promotional email the other day that said "new bracelets that are very mindful and demure" thats when i knew i was sick of this trend already

[@Unhingeddirtdog]

Yeaa.

[@ItMeSinamenRoll]

Demure was the word used to show the peak of purity culture in the cult I grew up in.

[@asantaimeep]

Exactly. Thank you. This trend is amusing but also like... A little eerily reminiscent of "women should be demure. Women should not speak their minds" which is NOT something I want to make a comeback. :')

[@AngelicOblivion90]

Something people are forgetting about this trend is that it's sarcastic. It was making fun of people who take it too seriously. 😅

[@ItMeSinamenRoll]

@@AngelicOblivion90 my comment was made when she was talking about how people were thinking the word was created by tiktok 😅

[@rezzy8590]

​@@asantaimeepI'm with you on that one and @ItMeSinamenRoll The word "demure" just reminds me of ambivalent sexism. Big disgusted shudder from me, hearing it everywhere. Glad I'm not the only one.

[@raijinwolf2248]

My problem with this trend is my problem with every word or phrase that gets popular on TikTok: People constantly parroting it in every conversation so even if I could find it funny when timed well, it's worn bone-dry. A close second is everyone begins working it into sentences for no reason other than to try and sound smarter than they are.

[@EnnuiMachine]

New drinking game: Take a shot every time you hear someone say “Very demure, very mindful, very cutesy.” Whoever is the last to go to the hospital wins! 🏆

[@Reedsum]

"see how I take this shot? Very demure, very cutesy" *loud groans and yelling from the group*

[@EnnuiMachine]

@@Reedsum Bahahaha 😂

[@ksaylor83]

Omg yes let's just take the most demure shots mindfully for the cutsie aesthetic 😊😂

[@ragdollrose2687]

Yeah the trend just started and I'm already tired of it because people use the phrase soooo much

[@ashleypechin2066]

the "who owns the word" debate is the same energy is that influencer being mad at another influencer for "copying" her by also painting her house green and blue.

[@supersnek5]

I saw a few reels that used the "very demure" schtick and I was soooo confused, mostly because 1) they weren't using the word demure correctly and 2) it was very obvious they were trying to be funny but it fell incredibly flat to me

[@nightengalenorth6881]

Same. Its an immediate scroll past if there's a video that uses the meme, even if its a creator I otherwise really like

[@brettpgh3312]

Thank you for making me feel less alone. I do NOT get this. Women have been fighting against being demure for ages now. So people are saying it's just ironic, but it's not. People are using it genuinely. If a woman goes to a bar, wears revealing clothing, grabs a guys ass, and smashes a bottle on the ground, and then says "very demure" that would make sense. That would be closer to irony. But they're talking about being demure and actually meaning it. "See how I eat my salad, very demure." Yeah, you are. I don't see the irony in fully engaging in the thing you're criticizing. You are being demure. You are encouraging that behavior in others. You're not being ironic, you're fully in.

[@supersnek5]

@@brettpgh3312 Yeah, it feels like the people doing to trend think being demure is a good thing. When it really isn't.

[@winterburden]

Thanks for this demure and mindful video Swell!

[@persefonie8121]

Yo dude why do you always comment the same thing in every video

[@winterburden]

@@persefonie8121 what are you talking about?

[@scg4545]

you see how I'm engaging by commenting and liking your video? very demure, very mindful, very courteous.

[@伏見猿比古-k8c]

Very cutesy, very mindful, so I will like your comment.

[@halethaden]

oratrice mechanique d'analyse cardinale was such a jump scare to hear while literally playing genshin with this video in the bg 😭

[@Anna-dd4rh]

I thought I was having a stroke reading this. That’s what it looks like written out??? Jfc

[@drewgoin8849]

Those words don't belong together in day to day life. If you don't mind explaining, what's the context of the phrase in "Genshin"?

[@halethaden]

@@drewgoin8849 put simply, the oratrice is a device that is used in one of the regions to deliver sentences in court cases, hence the infamous audio of one of the characters saying "according to the judgement of the oratrice mechanique d'analyse cardinale..."

[@drewgoin8849]

@@halethaden Thanks!!

[@theboringkaren]

Yeah, people on social media need to understand that we as humans will come up with the same ideas unknowingly. It happens all of the time. Jools was very smart by knowing she had lightning in a bottle and immediately capitalizing on it.

[@auklett]

I love the word demure back when I was a huge bookworm. This trend is both cute and stressful because I’m worried about becoming sick of the word from hearing it too much or see it interpreted wrong 😭

[@blah914]

fr rl, we're currently at the point where this word can never be used correctly in literature ever again bc it will irrevocably tied to this trend

[@sunfastrose]

It’s funny but I have the same experience but opposite reaction. I feel a negative association with the word demure, feeling like when I’ve read characters described in such a way it’s as a “positive example “ to another character when the second character is not obedient. It makes me itchy to think of the term being used today when there are a lot of folks out there who want to take away women’s rights.

[@smoothliqour]

this is exactly how i’ve been feeling. every single thing each of you said.

[@sydcaldwell37]

equating demure to Petit and skinny is lame and not true. yes the so skinny trend was whatever but then claiming demure is a skinny person thing just ruins the fun of it

[@banquetoftheleviathan1404]

I'm skinny specifically because I am not mindful or demure. Eating is a chore and I got tha ADD

[@SaintAvangeline]

Being on your high horse about the word DEMURE & acting like it's this rare word that no one has ever said before genuinely gives "I have never read books past the 6th grade level" Further clarification: I'm referring to the creator claiming they were the first to use the word demure online.

[@belias360]

It's quite the opposite, but go off, I guess.

[@SaintAvangeline]

@@belias360 Do.. you think demure is a big word?

[@nwildcat]

​@@SaintAvangelineit's not the word itself. It's the catch phrase which includes the word but also the entire phrase. Using this moment as an opportunity to condescend toward people who don't have the reading prowess that (apparently) you do is, I must say, not very demure.

[@jessigirlrae1688]

It's not just the word demure, it's the whole phrasing

[@lacasalingadimoabit2317]

After brat summer and demure autumn, I can only hope for a chaotic goblin winter

[@Ambertrine]

I'm up for a Baba Yaga Winter.

[@villageidiot7584]

I personally keep every season chaotic goblin season but I understand relegating yours to winter

[@grimtheghastly8878]

​@@Ambertrine Baba Yaga winter, goblin spring, brat summer, demure autumn

[@irisl2508]

The only true winter is the BabaYaga winter!

[@Granolie]

asteroid impact autumn and then nuclear winter mayhaps

[@ravyncerio3309]

Never in my life did I expect Swell to bust out the Oratrice Mecanique d'Analyse Cardinale Ray Chase, the power you hold...

[@BennetRenard]

8:45 _"I actually created the demure trend in 2020/2021."_ Uh...in case they haven't noticed, we are now in 2024. The CURRENT trend was categorically *not* sparked by their old posts and kiddie pools have more depth than this issue.

[@northcub]

'i created this trend because i had a different video years ago where i happened to use the same word in a different way' is just insane honestly

[@robbiegeegee]

THANK YOU for mentioning the true Chappell Roan fan experience of telling ur friends and them only starting to care after Cochella 😭 it's like "yall I've been trying to tell you for like 2 years!!!"

[@lorrithelinguist]

She was such a queer icon til tik tok ruined her 😭

[@banquetoftheleviathan1404]

I told my friend to watch berserk forever ago and now he expects me to care that he watched it but I don't cuz he took so long and it's disrespectful af

[@mayas883]

YES! And I've had an almost identical experience with sabrina carpenter

[@sgtmajor5700]

I will not be demure. Anarchy! Anarchy!

[@jaybee2337]

They’ll take my winged eyeliner brush from my cold, dead, eyeliner-smeared hand

[@ohdreamaker]

​@@jaybee2337 i am nothing without my winged eyeliner

[@victai163]

this reads like a miette quote lol

[@xhypiseepyx]

​@@victai163 oml it does

[@Moshimonsters2]

A Genshin Impact jumpscare was something I did NOT expect from Amanda

[@saucytriceratops365]

Demure in the streets, brat in the sheets

[@JH-kw8zy]

God how desperately I need 20mg of generic Adderall to explain the levels to demure. And more importantly, the antithetical differenced in Selena's vs Jool's use of Demure.

[@Anna-dd4rh]

12/10 would watch this as content. It’s giving CJ the X

[@urioriari34]

I get that there's a difference in connotation and vibe. Is there more to it?

[@banquetoftheleviathan1404]

I could pop some right tf now, I'm looking at em. But I'm at work and don't wanna waste them doing anything for my boss. They are better spent on personal fulfillment. Fuck capitalism

[@JH-kw8zy]

@@banquetoftheleviathan1404 work your wage. I usually save mine for engaging in special interests but the shortage is still really bad where I live.

[@notsquirtley-enough]

Been following Jools because of her makeup content and Blinkerton series (10/10 recommend). Been really awesome to see her going viral and making the most of it! Jools made a post about a week ago saying how her and a friend really looked up to the LA lifestyle, that would be her if she blew up. But she’s now rethinking that and wanting to prioritize taking care of her family. Like, it’s really amazing this happened to such a sweet person 🥹

[@scottmacconnell592]

A friend was tantrumming about gen Z "making up new words again," and I had to explain demure is actually a heckin old word. He is not bright and needs to read more.

[@banquetoftheleviathan1404]

Tell him he doesn't understand how language works. All words are made up

[@beccierae]

I learned the word demure in 4th grade vocabulary. "Undemure" wtf is rhat. You mean ostentatious. A dictionary is a wonderful thing. They're even online now

[@sabersky1134]

Thank you! Seriously pull out a thesaurus people 🤦‍♀️. Trendy slang words and phrases are fine so long as it's used correctly on a grammatical level.

[@RikoAyaka455]

Am I the only one that thought that was clearly a joke?

[@destined_to_be]

The genshin edit at 4:00 caught me so off guard 😂😂

[@mudgoth]

REAL JUMPSCARE

[@gemstone71552]

I thought it was an ad and accidentally skipped

[@ijustsideeyedyou4716]

Had me floored

[@VanessaChats]

So this whole argument of "I did it first, it's mine" has been happening in the (offline) world too for "forever" as ... get this ... there are strippers (yes, those who work at a strip club) who will swear blue in the face that "that move is mine! I created it!" meanwhile, I can tell you as a long-retired stripper (I did it for 7-8 years however it's been well over a decade since I retired) that there is no such thing as an "original move" in that industry. We copy off each other all the damn time. There were moves I were doing in that time that I saw someone else do and I would then incorporate it. Basically, we all these online people really need to stop chasing clout and internet fame. Not very demure, not very mindful (hahahahahahahaha)

[@ajjolly4618]

I saw someone in a video say that if one more person says demure they will “de-tach” their head from their shoulders and that really resonated with me

[@ArawynnEveningstar]

I am loving the anti-demure content I have been seeing. The demure thing has annoyed me since it started, mainly because a lot of women are still expected to be demure, mindful and cutesy to get husbands. Don't make a scene, don't draw attention to yourself etc. I spent most of my life being trapped in that. My mid-40s behind is done being demure and mindful. I embrace the inner goblin, thankfully my bf likes me as I am and thinks I am rather cutesy in my witchy, sarcastic goblin self. I recently saw a meme say the y are demure, mindful or cutesy, instead they are mentally ill, c*nty and a bit demonic and I never laughed so hard. I am in Canada and was scrolling FB a couple days ago and a Canadian grocery store chain had an ad with the person shopping demure, mindfully and cutesy and I have never been more annoyed and shut off phone. I think the demure thing can go away now

[@sumlem]

​@@ArawynnEveningstarI think you're missing the point. A trans girl using the term is very tongue in cheek because of how certain aspects of femininity is talked about online. It's a reclamation of herself. Trans women are treated horribly and transphobic people will nit pick at the way anyone presents if it's not "feminine enough". The phrase is poking fun at respectability

[@thepriceisright048]

@@sumlemexactly I think a lot of cis (particularly white) women are trying to point out misogyny while ignoring the origin of the trend. A lot of hating ass bitches I fear 😭😭

[@mfgrocks11]

I totally get it acknowledge that this trend is silly and stupid lol but I really like it. It falls perfectly within my brand of slightly ironic humor and I'm blind so I was able to actually discover this one and keep up with it in real time, which is brand new, I'm used to discovering and enjoying trends once they've already run their course so I'm grateful to be included in this one :-)

[@magicivy]

Trademarking "demure" is the same level of insane as the Fine Bros. trying to trademark the word "react."

[@nwildcat]

Good thing no one is interested in trademarking that word in isolation

[@Em-tj6rh]

A lot of people don’t pay attention to the video and clearly Jools was trying to trademark the sentence which is a catchphrase

[@bigdadbeefsticks]

Literally explained at 20:07

[@LynnGryphon]

Timeline of demure for me - first short was funny, second short "what is this?", third short was the OG Jewel, every one after just deeply annoys me to my soul

[@elcie04]

I think it works sometimes and it's funny in some tiktoks but others are just like, trying too hard or the word simply doesn't work. I've also, unfortunately, used it irl lol. Last week I was drunk with my new boyfriend and I tripped or something and went "Not very demure of me, not very mindful" and it doesn't even really work there either lol.

[@lauravampire1276]

I personally am not the biggest fan of the demure trend but I am happy that Jules now has the opportunity to fund something as important as her transition!

[@willow95]

Too bad she's a shitty person

[@zanzibartree]

My friend is a mid sized tiktoker and was recently reached out to by a girl claiming she was stealing the concept of a collage from her. What is it with people being obsessed with “credit” over basic concepts 😭

[@Anna-dd4rh]

RIP to that girl and her apparently shitty school arts program lol

[@anarkee]

Take a sip of water every time she says demure and you will be hydrated.

[@ohdreamaker]

i did this and got through two glasses of apple juice lol

[@violatte2795]

I'm always so confused about people on TikTok demanding to get credit for making trends, when the entire platform is built on using audio clips, dances, etc. without giving credit to the originals.

[@dbagette]

underconsumptioncore - demure unschooling - not mindful

[@mhenderson7673]

Gosh the slander 😭 I was unschooled by my parents who did a bunch of research on the topic, it can be a really great way to raise children. Obviously all the people going viral right now are doing it very badly, and it annoys me that they've tarnished the concept. I was unschooled until age 11 and then graduated high school with straight As (very mindful, very demure)🙂

[@Tessa_Gr]

@@mhenderson7673 I'm honestly really interested what "unschooling" means to someone that actually learnt something. Because online it's mostly used from parents who officially homeschool their kids but don't actually want to do any work to motivate their kids to learn anything. So I'm interested what unschooling means to you/your parents and what is different about it compared to other forms of education/homeschooling/etc.

[@urioriari34]

YES WHY CAN'T THE COMMENTARY KZbinRS VARY THE TOPICS I WANT TO HEAR ABOUT SOMETHING NEW

[@LynnHermione]

​@@mhenderson7673 school is a human right.

[@mhenderson7673]

@@Tessa_Gr Well my parents originally called it home-education but they did agree with the unschooling philosophy of letting the kids lead their own learning. When done right, this would mean they would facilitate access to resources like Khan academy online for maths and buy in various textbooks for us to choose from. My mum did put in a lot of work to teach us to read and write when we were younger, and there were some forced lessons to make sure we knew the basics. But most of the time we really were learning a lot from daily interactions like going shopping and mum asking us to calculate what the best deals were, for instance. As for "having to motivate" learning, they strongly believe that the human brain is naturally wired to want to learn. Places like school force people to learn prescribed topics which often makes kids end up hating it. Children are naturally curious! Good unschooling would involve taking a small question and making that the start of a delve into the topic. We went to the library every week (which we loved), we were voracious readers. Interestingly, my younger brother was better at reading than me when we were first learning, but the exact age you learn things is not important as we got to take things at our own pace. Basically unschooling works by experiencing the world with an adult by your side who should be explaining and teaching things to you, showing you new things, and getting you to think. My mum liked to show us plants and animals and teach us the names of birds, now I've grown up I'm doing a Zoology degree probably partially due to her showing me how amazing nature is! I love my parents and I think they did an amazing job.

[@PierrotLyrica]

I was formerly in the doll community and seeing jools all over the place is giving me whiplash, esp since she didnt have the BEST reputation

[@Elirum]

Oh??? Please expand on this

[@elcie04]

For real, wym, by that

[@MegaLokoLolo]

@@Elirum She did a lot in the doll community which is why she got her own snark page. The two things i remembered was she accused another doll collector of doing revenge porn with her nudes as a burner account on Twitter appeared posting them and jools decided to accuse this doll collector of being behind the burner. Jools had no proof and was just accusing this random doll collector. She was also run out of the doll community for doxxing a kid and their friends by posting a tiktok that showed what school the kid goes to, the kid full name, etc. She also made a vid calling the principal of the school because the kid and I believe their friends was posting rude comments and misgendering jools. There are people who support her for doing that tho as they were high schoolers and yk "consequences of your actions" as they were purposefully misgendering jools and that it didn't matter they were 14. She still shouldn't have made a tiktok saying the kid's full name and posting the school address and phone number to do a "call for action" imo.

[@frankieloinandgroin]

@@MegaLokoLolo this is so not demure 😧

[@PierrotLyrica]

​@elcie04 ​ srry I don't check back on comments often but someone else replied with the explanation here

[@asantaimeep]

"I'm the first one to say demure!;!!!!!!!" bestie are you aware that this word is ancient. I don't think you were the first.

[@mstar728]

Swell making a genshin reference was not on my 2024 bingo card

[@nightmime5810]

If I hear that word again I might scream

[@SamanthaGirlScout]

my only frustration with the trend is that Jools made a tiktok that threw a lot of random shade on Chappell Roan. Saying thngs like "when a fan approaches me I'm very mindful very demure I don't go on the internet takling about it." Like I know she's just trying to get her bag rn so she's likely using the phrase as much as possible to keep the trend going. But it felt so tone deaf since she's just starting on her tiktok virality and Chappell is in the midst of her music virality and was setting boundaries. Jools has since taken the video down, but it just left a really bad taste in my mouth.

[@elucified]

Many older women will see this coming because the whole idea of demure tends to come off as superiority. I hope the best for Jewel, this is going to be a tough thing to balance her new-found fame without coming off rude.

[@banquetoftheleviathan1404]

Her first video was about throwing other people under the bus so I didn't find it cute anyway. Classist vibes

[@Man-ej6uv]

each new phrase and meme makes me feel so much fckn older. i feel like a boomer.

[@EnnuiMachine]

Well that’s not very demure. It is mindful though. The cutesy jury is still out. 😉

[@theoutsiderjess1869]

Im about to turn 25 on Sunday I really dont care anymore especially cause Im not on tiktok

[@Man-ej6uv]

@theoutsiderjess1869 i'll be waiting for you at the old folks home, then 🫡

[@EnnuiMachine]

@@Man-ej6uv Save me a seat!

[@v2cantthinkofahandle]

let's get you to bed gramma

[@Alfreedom]

Unpacking and hearing you say “oratrice mecanique d’anylyse cardinale” made me whip my head around SO fast 😭 funnier that my phone was right next to a DOLL I OWN OF THE CHARACTER WHO SAYS IT LMAO

[@Hydrangea_Babe]

For years I've been telling my cat's they're "not very demure" every time they flop down and lick their butts in the middle of the room, because I too, have read a lot. But anyway.. Some people need to be more mindful.

[@concanthandleme]

This is like the girl who did the diy tutorials and then got mad people did her diy tutorials because they were copying her style.

[@butdoicaretho]

I’m sorry but this is my least favorite trend. I’m kinda tired of people discovering an old word, treating it like it’s new, then over use it until loses all meaning 🙃.

[@bunji_beans]

You dislike it more than hawk tuah? 😅

[@scoutlaceharding]

"Demure" already had a negative connotation for me before the trend. It feels like the kind of thing they would tell you to be at finishing school, so you could attract a husband. Like, be seen and not heard! Nobody wants to hear a woman's opinion! So, I can't help but kinda hate this trend.

[@kaylamonteiro7261]

Yeah when I first saw the video I was like eh great another person telling women how they need to present themselves 🤷‍♀️I felt like the implication was women who show up to work full glam are ghetto but maybe that’s just me reading into it

[@CMarieMuse]

Imagine thinking the internet remembers something you said in a tiktok 4 years ago

[@SpookyDeerArt]

i actually only heard demure and mindful for the first time in the last week or so, and i first heard it on a jafarina short (highly recommend looking it up) which is so funny since i actually knew about jools from the doll collector scene!! i would occasionally watch her doll videos when i was on tiktok before i got tired of the busted algorithm. very happy to hear she popped off like this and is so successful with it, incredibly glad that it sounds like she's going to get access to the trademark. the other people trying to take the bag by claiming they said it first is so wild, demure is just a word!! a word!! and it's a word i KNOW has been used a ton in queer femme circles. like you said, it's just a word that already existed and you can't own that.

[@davidpachecogarcia]

I think one of the issues I have with tik tok and how algorithms work, is that they work on the basis of “oh you clicked on this video with x topic. Let me show you 1000 more of that same thing with no differences in what is being discussed”. At least for tik tok, it does this with audio as well. So after like the 5th time I hear the same audio I’m over it. Also, didn’t the fine bros get roasted over doing something like this back in the day with their react videos? Except they were doing that for an entire genre.

[@ViaK.-lv5te]

didn’t expect to hear that neuvillette audio 😭

[@loremtoastum]

Fr I had to go back and re-listen

[@CasualKing21]

I hate this trend so much because I get easily annoyed at repeated words. Just how I'm easily annoyed at the word "unprecedented" because EVERYONE was using that word at the height of COVID. Still to this day I'm annoyed whenever someone uses it in 2024, pick up a thesaurus!!

[@snakysalamander]

'New normal' annoys me to this day!

[@CasualKing21]

@@snakysalamander omfg yes, that one too!

[@ArielAdams-td1lq]

I’m happy that this was helpful for her but demure is perhaps the most annoying trend I’ve seen on the internet so far.

[@pizzaopossum]

I’m just annoyed because I have had to completely remove demure out of my vocabulary 🙃

[@chloebones]

same lol. i've been described as demure my entire life and now it just makes me cringe seeing the tiktok girlies fighting over a word

[@pizzaopossum]

@@chloebonesright?! Every time I go to say it, I end up just bleeping it out loud 😂 My mom was so confused.

[@izzyc127]

@@chloebonesyeah it’s the new Hawk-tuah.

[@banquetoftheleviathan1404]

Start pronouncing the silent E like Peggy from koth

[@ominouscherub]

oh I know selenas content from years ago and I feel like she’s comparing herself more to this situation because she’s also trans and experienced a lot of transphobia which I think actually got her account attacked plus people have not liked her personality beforehand meanwhile it seems like the current lady isn’t going through that and is being more widely accepted.

[@skabs508]

So… pointing out how un-demure someone is- isn’t very demure.

[@merchantarthurn]

this plus "very beautiful, very powerful" need to fuse their powers

[@SirThinks2Much]

that's where my brain immediately went to when I heard of this trend. *swims away*

[@merchantarthurn]

@@SirThinks2Much same, i was like "wait that's not the cadence--" because i hadn't seen the original XD

[@SusannahGraceMusic]

Brat summer into demure autumn is just another proof of the accuracy of astrology, the vibes started shifting at the end of Leo season and now we’re in full Virgo mode

[@asian6oy]

a demure brat summer 😂

[@EnnuiMachine]

We’re very mindfully getting wrecked at clubs until 4am and smoking cigarettes! 😂

[@user-lf8zr1cm5i]

In the author world, we always say 'there's nothing new under the sun', but it's your delivery, voice, etc, that make it 'new'.

[@lavendertheflower4352]

I never even naturally came across the original video. Someone I follow on Instagram posted a picture that referenced being demure a few days after it took off, and I had to google what it meant. Then all of a sudden demure is everywhere. If I ever here that word again, I’m going to have a conniption.

[@battlecatnix]

Ah so this is why my husband came home and told me women in his office were debating the meaning of the word demure, and asking what I thought it meant

[@sea_bunnie243]

Neuvillette jumpscare was NOT expected

[@hkandm4s23]

Not to be an old lady, but I've noticed recently that anyone under 30 seems to not know any vocabulary word that you'd find in a historical romance novel. First it was all the 20 somethings googling every 3rd word on Taylor Swifts new album (tryst, precocious, rivulets, esoteric, etc...), now it's 'demure'. I'm glad you all are expanding your vocabulary, but a bit surprised college educated adults have never read or heard these words.

[@ZZ-qy5mv]

Maybe if schools let kids read historical romance novels for assignments they'd know, lol.

[@DHasty]

I mean, these words exist in regular fantasy books too. I'm 22 and I'm a little stunned that people think demure wasn't a word before this year.

[@AndyPhelan]

Not to be a disrespectful youth, but that’s quite the generalisation. I’m sure a lot of young people knew the word demure before jools said it, it just hasn’t been used in a trendy context like this yet. I’ve noticed older people tend to really see the world in black and white 😂

[@stormborn23]

I'm, like, 28 so I think I fall under that 20 something umbrella. I have been a swiftie since 2007 and I never have to open up a dictionary for any of her lyrics, like, ever, but lo and behold I've seen a middle aged KZbinr and a native English speaker react to her music and had to Google up wtf does "crestfallen" mean. Maybe stop generalizing people like we're a monolithic hive mind.

[@DingoTheDemon]

You're implying that these people went to college. I don't have education past a high school diploma and I know these words because i consume a lot of media, those people are probably just spending a lot of time outside of consuming media until recently.

[@AshleyNichole123]

I was introduced to her when she said that she used to date Charles from Charles & Netta and about how he was a cheater. Then when everyone asked her to explain what that was like she liked their comments then just posted other content. She got a little viral from lying about that then blew up from this right after. Im not really a fan bc of the way she tried to get popular by lying

[@AshleyNichole123]

Not very demure or mindful of her to do that.

[@Josefina24_]

The lore expands! I didn’t know this that’s crazy

[@finleyy]

4:00 THE WAY I BURST OUT LAUGHING AT THE ORATRICE MECANIQUE D'ANALYSE CARDINALE... MOST HILARIOUS GENSHIN JUMPSCARE

[@lolothesilly]

genuinely love these videos bc i dont go to tiktok and youre like my main source of news for the platform LOL

[@YukeWeiss]

Thank you for explaining this to me because I was so very confused when my Instagram reels were full of Fran Drescher being demure.

[@mjdoombreed]

This has been another trend that I was tired of immediately when I saw the first post using that word combination.

[@doodle7894]

Ok 2 things: 1. I went to a winery with my mom recently right after the "demure" trend really started blowing up & these *random* ladies, who were sitting next to us with their dog, said the words "demure, mindful, & cutesy" to their dog who was sitting very nicely next to them (in reference to the trend). It almost made me spit out my wine lmao. And 2. To me it sounds like Selena in her explanation of the "first video using demure" was doing the "I'm so tiny I'm so petit" trend, no?? In which case, isn't that a little hypocritical, and would the person who made that trend be within their rights to get onto her?? /hj either way I think it null and voids her argument lmao since she was literally doing another trend and just *happened* to use the word demure, she wasn't trying to do her own original thing. Idk that's just something I couldn't stop thinking about while watching this video.

[@courtney3540]

tbh if you're not on TikTok, these trends aren't happening.

[@professionalpainthuffer]

This Jools person I ain't never heard of - I sleep Jools funding the rest of her transition - real shit

[@katiebarrett1433]

Netflix Australia had a Very Demure Very Mindful category the other day!

[@sunnni_]

In the words of Kourtney "There's people dying", 🤣🤣 the way people are going back and forth about who said a word that's ALREADY BEEN OUT is insane. Is this the hill they are willing to die on???? Not very demure, not very mindful 🤣🤣😭😭😭

[@Nyuhhh]

3:57 the way swell said Oratrice Mecanique d'Analyse Cardinale is very mindful, very cutesy, very demure (this was a very welcomed surprise as a genshin player but I guess the meme went THAT viral😭)

[@annabarbour-my5ko]

it's just an word that became an trend , noone owns anyone a thing for using the word "demure"

[@greenhowie]

Honestly when the phrase blew up I just assumed it was some tradwife trend. Nice to see it's just a regular meme.

[@magicivy]

It's insane that anyone would want to or be able to trademark the word "demure" since it's been a word since the 1300s.

[@trublacking8572]

This word is going to be annoying because people are going to be like toddlers saying it

[@patriciaschiro2659]

It’s not about who said it first it is about others using the phraseology in the same way as the speaker. There’s always going to be someone that gets jealous of others who go viral.

[@nwildcat]

Exactly

[@ElenaVarg]

Ross and Carrie have been showing up so you don’t have to since 2011…iconic trendsetters 🥵 (This is a reference to the podcast ’Oh No, Ross and Carrie’ and their tagline)

[@pineapplefox3673]

100%!!!

[@khaleesiknope]

Their Scientology episodes are 🔥🔥🔥🔥

[@somegeese]

hot take four days late, this trend engages in being judgemental af. fuck this trend, i hate this trend, it stresses me out, i would rather fucking die!!! than be DEMURE AND MINDFUL AND CUTESY!!!

[@AlwaysAmTired]

It's wild to claim to have started a trend years before the trend started like...?

[@withempress]

4:43 Nigella "Mic-ro-wav-e" 😂