Move over brat, there's a new TikTok catchphrase in town and it's very demure. It’s all over your social feeds, and everyone from Wednesday star Jenna Ortega to Emily in Paris' Lily Collins, is using it.

So what is "demure", why is it trending, and why is it currently all over your FYP?

What does demure mean?

The Oxford Dictionary definition is "being reserved, modest, and shy". The phrase recently went viral on TikTok, where "very demure, very mindful" was used by one TikTok creator to describe the way she presents herself for work.

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