NEW YORK –
It’s not just you. The word “demure” is being used to describe just about everything online these days.
It all started earlier this month, when TikTok creator Jools Lebron posted a video that would soon take social media by storm. The hair and makeup she’s wearing to work? Very demure. And paired with a vanilla perfume fragrance? How mindful.
In just weeks, Lebron’s words have become the latest vocabulary defining the internet this summer. In addition to her own viral content that continues to describe various day-to-day, arguably reserved activities with adjectives like “demure,” “mindful” and “cutesy,” several big names have also hopped on the trend. Celebrities like Jennifer Lopez and Penn Badgley have shared their own playful takes, and even the White House used the words to boast the Biden-Harris administration’s recent student debt …