TikToker Jools Lebron is showing everyone how to be very demure, very cutesy, very mindful No matter what post you’re on this week, the comments are full of the word “demure.” Creator Jools Lebron started the trend as she talked about how to be demure, modest, and respectful with her look in the workplace. She describes her makeup as “very demure, very mindful” by keeping it natural, approachable, and not “over-the-top.” That original video has over 20M views and 2M likes, and she’s made dozens since getting hundreds of thousands to again, millions of views. In just a few days (the original was posted one week ago), everyone online—including brands—cannot stop saying it.  While demure means being reserved, modest, and shy, it’s being used for just about anything. (Could it be the new slay?) Since her videos started going viral, many have taken the word demure and started applying it to other situations (like food videos, outfits, etc.), whether it actually makes sense or not. Jools’ video has sparked a...