Jools Lebron, a beauty influencer, has seen a surge in the popularity of the term “demure” on social media this past week. In a recent update, she shared how TikTok has transformed her life. Encouraging her followers to create their own TikTok videos, Lebron, a transgender woman, recounted her journey from making videos during her breaks as a cashier to flying internationally for events, expressing that her newfound success will help fund her transition.
The “demure” trend gained traction on TikTok, X (formerly Twitter), and other platforms following a video Lebron uploaded on August 5. In the clip, she discussed appropriate workplace makeup, emphasizing simplicity by saying, “I don’t come to work with a green cut-crease. I don’t look like a clown when I go to work.” She pointed out that remaining professional and presentable is crucial for success.
Since the video went viral, Lebron has produced more content guiding others on how to embody a “demure” attitude in various everyday scenarios, from traveling to expressing gratitude to hotel staff. Her popularity has skyrocketed, amassing 1.5 million TikTok followers and nearly 100 million likes on her videos. Other creators have joined the movement, applying the term “demure” to numerous situations.
The essence of being “demure” has evolved into a lifestyle, with some social media users dubbing the season “demure fall,” a contrast to the exuberant “brat summer” inspired by Charli XCX’s album “Brat.” While the definition of “demure” remains somewhat fluid, it typically reflects a mindful, classy, and cute demeanor, steering clear of over-the-top makeup styles for professional settings.