You're probably seeing videos all over your social media feed with the theme "very demure, very mindful!"

This is the latest trend that's taking social media by storm, with netizens and even celebrities jumping on the bandwagon.

But how did this trend actually start?

It all began with a TikTok video posted by American content creator Jools Lebron (@joolieannie). In the video, she described how women should dress and present themselves in the workplace.

"You see how I do my makeup for work?" Lebron said in the video. She answered herself with, "Very demure. Very mindful.”

"I don’t come to work with a green-cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work. You see how I look very presentable? The way I came to the interview is the way I go to the job,” Lebron continued, filming the video inside a car.

And the rest is history.

The video now has more than 48 million views, and Lebron’s followers have grown to over 2.1 million.

Some of Hollywood's biggest celebrities, like Jennifer Lopez, RuPaul, and Olivia Rodrigo, have joined in, replicating the trend.

Even Kapamilya star Andrea Brillantes used it in one of her videos.

VIRAL QUEEN

In one of her TikTok videos, Lebron shared that she never expected her video to go viral worldwide or that it would make her famous.

“I don’t know why, I just assumed no one was gonna recognize me ever. First of all, I don’t look like a lot of people. There are only so many big bitches that look like me,” Lebron said after a group of girls recognized her in public.

Lebron, a trans woman, also shared that she’s happy about her newfound fame because it will help finance her transition.

“One day I was playing cashier and making videos on my break, and now I’m flying across countries to host events and I’m gonna be able to finance the rest of my transition,” she said.

“I feel so overwhelmed. Like I feel so grateful... Everything's happening so fast ... I’m living my f**kin’ dream!” she added in another emotional video on TikTok.

NOT VERY DEMURE

However, Lebron is now caught up in a trademark dispute.

According to entertainment website TMZ, a certain Jefferson Bates has filed to trademark the now-viral phrase that she originally started and popularized.

In a since deleted video of Lebron but was reposted by Pop Crave, a tearful Lebron expressed her reaction to the situation.

“I’ve invested so much money and time into this, and I feel like I did it wrong. I feel like I didn’t try hard enough,” she said.

“I wanted this to do so much for my family and to provide for my transition, and I just feel like I dropped the ball. Like, I feel like I f**ked up, and now someone else has it. I don’t even know what I could’ve done better because I didn’t have the resources,” Lebron added.

But in a new video, a visibly happier Lebron assured her followers that she and her team are already addressing the trademark issue.

“We got it handled, and we’re gonna leave it at that. We got it handled; mama's got a team now!” Lebron said.