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 ...

Similarly, Isa Lavahun, a social media strategist, says she interprets Lebron's demure catchphrase as the "embodiment of subtle self-love – knowing that as long as you carry yourself with grace ...