Beauty influencer Jools Lebron has recently sparked a trend with the word “demure,” drawing attention on social media platforms like TikTok and X (formerly known as Twitter). In a heartfelt post, Lebron shared how TikTok has dramatically transformed her life, 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 burgeoning “demure” trend gained momentum after a video Lebron posted on August 5, where she discussed achieving a professional yet respectful makeup look for the workplace. In her viral clip, she emphasized maintaining a presentable appearance, saying, “I don’t come to work with a green cut-crease… A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma.”
Following the success of her initial video, Lebron has continued to engage her audience by providing tips on embodying a “demure” persona in various everyday situations, from boarding planes to interacting with hotel staff. Her rise in popularity has culminated in 1.5 million followers on TikTok and nearly 100 million likes across her content. Many other creators have embraced the trend, characterizing all manner of scenarios and styles as “demure” or “not demure.”
The concept of being “demure” has evolved into more than just a fashion statement; it has become a lifestyle for some users online, with references to “demure fall,” contrasting with the high-energy theme of “brat summer,” inspired by Charli XCX’s album. While the precise definition of “demure” remains somewhat ambiguous, it generally reflects a mindset of being mindful, classy, and cute—avoiding bold makeup looks during professional settings, which seems to be the path to achieving “demure” status.