The Internet’s love for ‘very demure’ content spotlights what a viral trend can mean for creators

Over recent years, a handful of online creators have found meaningful income after gaining social media fame – but it’s still incredibly rare, and no easy feat. — AP

NEW YORK: 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 would soon take social media by storm. The hair and makeup she’s wearing to work? Very demure. And paired with a vanilla perfume fragrance? How mindful.