A new TikTok trend is on the way (Photo: TikTok)
If you (like us) spend many hours of your day scrolling through FYP, you’ve probably come across a lot of chatter about the little things that are referred to as “low-key.”
Literally everything is being described as “very modest” or “very thoughtful” at this point, and we have the queen of TikTok to thank for that.
The catchphrase was started by Jules Lebron (@joolieannie), who teaches her followers how to be “discreet” and “careful” in different situations in life, from applying makeup for work to walking through an airport.
Now with 1.5 million followers on TikTok, many celebrities have been inspired by Jules' spirit, including Kim Kardashian, who captioned an Instagram post, “Watch me take BTS photos…so cute, so thoughtful, so humble…not like other girls.”
Meanwhile, Emily in Paris star Lily Collins told BuzzFeed on the red carpet that her diamonds and black dress combo was “very understated and very careful.”
Comedian Michael Barrymore also got in on the fun, telling his followers, “Did you see me watering the flowers? I'm very attentive, caring, sweet and gentle. I don't water them like other girls.”
But what exactly does “modest” mean, and why is everyone jumping on board with it?
So what is TikTok's “low-key” trend?
According to the Oxford Linguistics definition, “demure” means “modest, demure, or shy (typically towards a woman),” an ethos that Jules has long taught her followers.
But one video posted earlier this month, which has garnered more than 3 million likes, changed everything for her.
“Do you see the kind of makeup I wear when I'm at work? It's very subtle, very mindful,” she told the camera.
“I don't come to work with a green cut crease on. I don't want to look like a clown or overdo it when I go to work and I'm very careful when I'm at work,” she added.
“See how I dress so well? The way I dress for my interview is the way I dress for work. A lot of you girls dress like Marge Simpson for your interview and dress like Patty and Selma for work…it's not modest.”
“I'm very modest, very attentive. Can you see my shirt? There's just a little bit of chi-chi showing, no cho-cho. Think carefully about why they hired you.”
“Here's your reality check queen. What name would you like me to call you?”
“Do you know how I sit on a plane? I sit really quietly, not like all the other girls,” Jules told her followers in another video, and in another she put that mentality into practice at a nail salon, where she “brought my own fan” and “pushed my keys to the side” for the technician.
Since then, the internet has taken “demure” to mean more than just a catchphrase: it means a way of life.
“Sassy summer, understated fall,” @seangarrette wrote on X (old Twitter), while @jackremmington asked, “What's the opposite of understated? Because I am.”
“Unfortunately, I'm not compassionate. I'm not cute. I'm not docile. I'm mentally ill… and a little bit demonic,” @lexilafleur added.
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Internet memes aside, Jules' TikTok page has garnered a lot of attention, and as a transgender woman, she is now able to pay to complete her gender transition.
“One day, I was on my break working the cash register and filming a video,” she told her fans.
“And now I'm flying around the country hosting events so we can raise funds for the remainder of the transition. I can finally say that without crying.”
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