Beauty influencer Jools Lebron has recently sparked the resurgence of the term “demure” across social media, particularly on TikTok. Reflecting on the impact of the platform, she shared her journey in a candid update, stating, “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.”
The “demure” trend gained traction this past week after a video Lebron shared on August 5 showcased her approach to workplace makeup, emphasizing a “demure and modest” aesthetic. In her influential video, she mentioned, “I don’t come to work with a green cut-crease… I don’t look like a clown when I go to work.” Lebron encouraged viewers to present themselves in a polished manner during interviews and at job sites.
In the wake of her viral success, Lebron has been offering advice on embodying “demure” in everyday scenarios, from boarding planes to interacting with hotel staff. Her popularity has soared, amassing 1.5 million followers and nearly 100 million likes on TikTok. Other creators have joined the movement, creatively labeling various concepts as “demure” or “not demure.”
The interpretation of “demure” has evolved into a lifestyle, with online culture even dubbing this trend “demure fall,” contrasting with the carefree vibe of “brat summer,” linked to Charli XCX’s music. While the precise meaning of “demure” may be subjective, those who embody a mindful, classy, and cute demeanor, steering clear of overly bold makeup for professional settings, are likely embracing this new standard.