Brat summer's been fun. But now it's time to get "demure." The internet has a new buzzword, aesthetic and mindset − and it comes in stark contrast to this summer's trend of embracing all things messy ...

You see how we intrigued you to learn more about the newest TikTok trend? We're "very respectful, very demure, very mindful." If you've spent even just a few minutes on TikTok recently, you probably ...

First it was brat summer. Now social media users and celebrities are embracing a demure fall. Flaunting choices and styles that are “very demure” is TikTok's latest trend. It's all about being mindful ...

Dictionary.com has revealed its pick for the 2024 word of the year, and TikToker Jools Lebron is to thank for sparking the "very mindful" craze. The word of the year is "demure," which has been around ...

If you haven't heard anyone say they're 'very demure, very mindful,' you must either not have social media or are just not in tune with Gen Z. The phrase, which gained popularity just a few weeks ago ...

FILE - The icon for the video sharing TikTok app is seen on a smartphone, Feb. 28, 2023, in Marple Township, Pa. (AP Photo/Matt Slocum, File) (Matt Slocum, Copyright ...

Unless you've been living under a rock, you've likely heard the word "demure" being used, especially on social media. As "brat summer" comes to an end, the internet is shifting away from the "messy" ...

Traditionally, women considered “demure” behave in a way that is modest, reserved and inoffensive to the point that they’re barely visible. Jools Lebron, a makeup artist and prolific TikTok user, has ...

Forbes contributors publish independent expert analyses and insights. Leslie Katz covers the intersection of culture, science and tech. A very mindful Dictionary.com named its 2024 word of the year ...

“Here’s your reality check, diva,” said Jools Lebron in a recent viral TikTok video in which the cashier-turned-content creator offers tips for how women can be more “demure,” “cutesy,” and “mindful” ...

As brat summer draws to a close, many are getting ready to welcome a "demure fall." You may have noticed content creators on your TikTok feed talking about being “very mindful,” “very cutesy,” or — ...

For many people, the bell is tolling on brat summer. The messy and wild child energy that epitomized the middle chunk of 2024 is being replaced with a fresh trend that can be encapsulated in one word: ...