Why is everyone online 'very demure, very mindful' right now?

Do you see how I'm writing this article? Starting it with an example of the exact trend I'm about to explain? Very cutesy. Very mindful. Very demure. Jools Lebron, TikTok's resident "fierce diva" at @joolieannie, has a catchphrase. In a series of videos Jools posted over the past few weeks, we're given advice on how to look "demure" and "mindful" at work and in life. "You see how I do my makeup for work? Very demure. Very mindful," Jools says. "I don't come to work with a green-cut crease. I don