Illustration: Aïda Amer/Axios
What do the White House, Dunkin' Donuts and Kim Kardashian have in common? They all claim to be "very demure."
Why it matters: TikToker Jools Lebron's massively viral video describing her "very demure, very mindful" workplace-friendly makeup and clothing style sparked a marketing movement from brands hoping to hop on the "demure" buzzword bandwagon.
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