"Very demure," very viral

What do the White House, Dunkin' Donuts and Kim Kardashian have in common? They all claim to be "very demure."

• TikToker Jools Lebron's massively viral video describing her "very demure, very mindful" workplace-friendly makeup and clothing style has sparked a marketing movement from brands hoping to hop on the "demure" buzzword bandwagon, Axios' Avery Lotz reports.

Why it matters: A 30-second TikTok video can become a global trend in a couple of weeks.

📈 The video Lebron first shared modeling her "demure" eyeliner and face-framing braids has picked up over 45 million views as of yesterday.

• The creator, who identifies as a trans woman, shared a video earlier this month reflecting on the fame stemming from the post — which brought her from the phone screen to late-night and morning TV — saying she can now finance the rest of her transition.

📖 To Merriam-Webster, "demure" means being reserved or modest. To the internet — and to Lebron — it's up to each person to find "what it means to you."

• "It's being mindful and considerate of the people around you, but also of yourself and how you present to the world," she told "CBS Mornings," characterizing the mantra as more than just an aesthetic but a way of life.

🛫 Zoom out: Verizon capitalized on the "mindful" moment, with the influencer testing out the company's program letting consumers trade in, as Lebron described them, "crusty" phones for "demure" ones.

• United Airlines synced a recent video to the creator's voice, where she described the "very demure" way she boards a plane.

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