Exploring the internet's latest viral demure trend; here's what it means

A new trend is currently sweeping the internet with an energetic storm revolving around the word “humute.” It all started with the release of a TikTok video by Jools Lebron on August 2, 2024. Since then, it has become a viral sensation, being viewed millions of times and sparking a lot of discussion accordingly.

In just 38 seconds, LeBron breathed new life into the forgotten adjective. Her video, in which she shows off strikingly modest makeup and captions the phrase “very low-key, very mindful,” sparked a sea of ​​comment threads and reinterpretations across the platform.

The sudden promotion of “holding back” is more than just a trend; it creates space for a deeper discussion about how we present ourselves and how we move through the world.

According to CBS Mornings, Jools Lebron created her TikTok account to connect with a community that understands what it means to be plus-size and transgender, with all the unique issues that come with those labels. Although she's created content on seemingly limitless topics, from makeup tutorials to videos featuring Bratz dolls, her engagement strategy didn't really take off until her latest posts centered around “modesty.”

In her viral video, Lebron uses the word “low key” to describe her makeup routine for work: “Very low key, very attentive. I don't do too much. I'm very attentive while I'm at work. See how I look? Very presentable.”

The term, which traditionally means modesty, restraint or seriousness, has found a new interpretation on TikTok. Lebron's videos quickly attracted attention as she skillfully applied the word to a range of situations, from ordering food to choosing outfits.

The trend didn't end with LeBron. Celebrities like Kim Kardashian and Hayley Kalil joined the discussion, further increasing the hashtag's visibility.

Lebron elaborated on the meaning of “humute” in an interview on CBS Mornings on August 17, 2024. She explained that the term is subjective, saying, “Your humility is what it means to you. It means being mindful and considerate of the people around you, but also of yourself and the way you present yourself to the world.” It's likely that for Lebron, “humute” embodies a lifestyle choice that involves simplicity and subtlety without sacrificing self-expression.

According to CBS Mornings, Jools recalled her earlier days working as a cashier and filming videos from her car and couldn't have predicted that her simple, unpretentious videos would resonate so much with millions of people.

According to reports, her “demure” theme, which began with a natural makeup look for her first day at a new job after previously experimenting with a more dramatic style, not only captivated viewers but also opened doors to new brand opportunities.

The trend has not been without controversy, however. A content creator on TikTok known as Selyna reportedly claimed she used the term “low key” in her videos in 2021 only to spark a debate about who started the trend. Ultimately, and given that Selyna's claims have yet to be verified, the debate has only increased interest in the term.

The hashtag has now reportedly been used in over 285,000 videos, making Lebron a notable figure in the TikTok community. Her approach has resonated with many, including those in the LGBTQ+ community who see the term as an expression of their own identity.

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