Do you consider yourself to be demure? Mindful? Cutesy? How about your favorite brand or celebrity?

The latest buzzword on the internet has suddenly taken over every aspect of social media since early August, and you might have noticed it if you’ve been active on these platforms lately.

A TikTok star named Jools Lebron kicked off this trend with a single TikTok video that gained over 36 million views as of Tuesday.

“Do you see the way I do my makeup for work? Very demure, very mindful,” Lebron shares in the video. “I don’t look like a clown when I go to work. I keep it simple. I’m very mindful when I’m at work. Look how presentable I am? I show up to interviews just like I show up to my job.”

What does “demure” actually mean? According to Merriam-Webster, “demure” refers to being affectedly modest, reserved, or serious, almost coy. Oxford defines it as a term often describing modest, reserved, or shy women, or clothing that has a modest appearance.

In the realm of the internet? It represents an attitude, a vibe, a way of life. Lebron, who is a trans woman, has clarified that she isn’t the originator of the term within online culture, noting that it is frequently playfully used in the transgender community.

However, her take is what ignited the viral conversation that has since embedded itself into everyday language. Since releasing her initial video on August 8, followed by more content advising viewers on how to embody “demure,” Lebron has collaborated with brands ranging from makeup to beverage companies, even making an appearance on “Jimmy Kimmel Live!” with RuPaul.

Brands from doughnuts to NASA are embracing “demure”

While it’s no surprise that fashion and beauty brands are eager to adopt a term related to their industries, what about airlines, doughnut shops, and even NASA?

United Airlines incorporated audio from a follow-up video where Lebron elaborates on how to behave on a plane, saying, “Look how I line up for the plane? Very demure, I don’t rush, I take my turn, I don’t interfere,” paired with visuals of a woman boarding a United flight.

More surprisingly, the White House joined in, posting a smiling picture of Joe Biden on Instagram with the caption, “Cancelling the student debt of nearly 5 million Americans. Very mindful. Very demure.”

The trend extends further. The beverage brand Synergy enlisted Lebron to film promotional content for them, alongside other companies like KVD Beauty and Verizon that have also brought her on as a brand ambassador.

Major celebrities have also embraced the trend to promote their own products. JLo took to Instagram to showcase her beverage brand Delola, articulating how she enjoys her drinks in a “demure” manner, captioning it “very demure very mindful.”

Kim Kardashian added to the trend by sharing photos from a recent shoot for her Skims line, using the phrase in the caption: “Look how I take my behind-the-scenes pictures very cutesy, very mindful, very demure.”

In an unexpected twist, Dunkin’ labeled its classic glazed doughnut as “demure” and “mindful,” while Hello Kitty cheerfully wished fans a “demure, mindful, and cutesy” week.

Perhaps the most intriguing use of the trend comes from NASA, which shared images of Saturn’s rings, remarking: “Very demure. Very cutesy. Very mindful.” Who knew planets have an interest in trending words?

At this point, it’s clear—if you’re active online, you’ll find it hard to miss the overwhelming internet urge to be very demure, very mindful, and very cutesy.