Viral vocab alert! Just when you thought you’d scrolled through it all, the TikTok hive mind strikes again. From the hawk tuah to the rebellious reign of Brat Summer, the app’s linguistic landscape shifts faster than you can say ‘For You Page’. Now, it’s all about being demure.
At least, that’s according to Jools Lebron, the content creator behind the catchphrase, who advises her followers on how to come off as “Very demure, very mindful” in various life situations.
According to the content creator, your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world. “Demure” isn’t just about appearance; it’s a statement of self-awareness and confidence.
Different major TikTok stars have used the term sarcastically. Influencer Haley Kalil put out a video saying she was blocking her ex-boyfriend, but doing so in a very “demure” way.
You can use the famous phrase literally at anything: When doing makeup, preparing food, and outfit check. Or you could be very demure, cutesy and mindful as you wait for your man to open the door for you.
You can talk about how productive your day was, and mention what you did, simply demure, cutesy and mindful.
Like all good TikTok moments, “demure” caught the attention of many brands such as CVS, Elf Cosmetics, the white house and Delta, brands that have all come to Lebron’s comments section to approve of her PSAs.
The “demure” trend seemingly out of nowhere, exploded online this month and sparked a cultural conversation when Jools posted a 38-second video showcasing her professional makeup look.
“See how I do my makeup for work? Very demure, very mindful. I don’t do too much. I’m very mindful while I’m at work. See how I look? Very presentable. A lot of you girls go to the interview, looking like Marge Simpson and go to the job looking like Patty and Selma, not demure,” she said in the TikTok video that propelled the word “demure” into the spotlight.
Before making it to the viral world, Jools was working as a cashier and posting content from her car, never imagining that her videos would reach millions. Her “demure” theme began as a reference to another video, where she had chosen to go with a more natural look for her first day at a new job after initially doing a more dramatic makeup style at a previous job, little did she know it would change her life completely.
“We’re all like this; we’re unified like nothing has to be so serious. Nothing has to be so aggressive. Everything could just be very cute. Where, you know, we don’t do too much. We only do a little bit. I’m not crazy about it. I’m very demure,” she said.
Jools said she was surprised by what the video has become. Despite trying different types of content over the years from makeup tutorials to videos about Bratz dolls nothing took off like her recent “demure” series. The platform has significantly impacted Jools’ life, providing her brand opportunities.
“When I started making TikToks, I found more girls like me. I found girls who are plus size who are trans, who are having the same experiences that come uniquely with that set of combinations,” she explained.
As she continues to rise in popularity, Jools remains committed to promoting a positive message. She encourages others to find their meaning in being “demure” and to be mindful and considerate in how they present themselves.
With millions of TikTok views and a growing fan base, Jools is redefining what it means to be “demure” in the digital age. For Jools, it’s not just a saying it’s a way of life. She uses “demure” not just to describe her classic, understated style but also as a playful nod to her identity as a trans woman.
