The word “demure” traditionally describes someone who is reserved, modest, and shy in behavior or appearance.
But recently, “demure” has taken on a whole new life online, thanks to beauty influencer Jools Lebron, known as @joolieannie on TikTok.
What started as a 38-second video about a mindful makeup look quickly exploded into a viral trend, sparking a wave of content across TikTok, X, and even Threads.
In early August, Jools posted a video where she showcased her professional, toned-down makeup style.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
“See how I do my makeup for work? Very demure, very mindful,” she said, humorously contrasting her look with more dramatic styles.
Little did she know, this offhand comment would resonate with millions, turning “demure” into the latest buzzword.
But Jools’ version of “demure” isn’t just about appearance; it’s a state of mind.
“We’re unified, like nothing has to be so serious or aggressive. Everything could just be very cute,” she explained in an interview with “CBS Mornings.”
Whether it’s rocking a cardigan to the office or heading to CVS with last night’s makeup still on, anything can be demure if you own it with confidence.
Jools also used the trend to poke fun at the recent surge of TikToks policing women’s behavior in social settings, flipping the script to suggest that anything, when done mindfully, can be “demure.”
@joolieannie #fyp #demure @Love Island USA ♬ Came Here for Love – Sigala & Ella Eyre
Even actor Penn Badgley, star of Netflix’s You, jumped on the bandwagon, proving he’s just as “chronically online” as the rest of us.
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On the last day of filming, Badgley embraced the trend, bringing it full circle from the digital world to real life.
So, whether you’re feeling demure in a little cardigan or laughing at the absurdity of it all, one thing’s for sure: this trend is all about being mindful, confident, and maybe just a little bit cheeky.
