In case you haven’t heard: party-girl Brat Summer has given way to a more modest Demure Fall, and brands including Verizon, Lyft, and Zillow are moving at breakneck speed to keep pace amid yet another cultural shift.

“Verizon lets me trade in a musty diva for a demure diva,” says Jools Lebron, the TikToker behind the now ubiquitous “demure” trend—which celebrates a low-key, understated lifestyle—in a sponsored post on the platform. 

The advertiser was among the first major household names to collaborate with Lebron, who recently went viral for describing her workplace demeanor as “very demure, very mindful,” in a satirical video that has now been watched over 35 million times. 

Her tongue-in-cheek TikToks on how to be “demure and cutesy” while doing everyday things have captivated younger audiences.