Every so often, a new word or phrase goes viral on TikTok and suddenly its everywhere. The latest to takeover our social feeds? Demure. Unless you’ve been living under a rock, we are sure you’ve seen and heard the word “demure” more times in the last week than you have perhaps in your entire life. The reason? A viral TikTok video, duh.
The shelf life of a trend on TikTok is as long as the next one comes along to saturate our collective FYPs. As summer comes to a close, TikTok residents are moving on from the garish aesthetics of #BratGirlSummer and diving straight into what is now dubbed as “Demure Fall.” But why is everyone on the internet suddenly being “demure?”
It all began on August 2, when Jools Lebron, a makeup artist, posted a video that starkly contrasted the wild energy of Brat Summer. In her video, Jools talked about her approach to daily glamor—how she kept things simple, elegant, and, most importantly, mindful. “You see how I do my makeup for work? Very demure. Very mindful. I don’t come to work with a green cut crease,” she explained while demonstrating her modest makeup routine and hairstyle. The video that has since gone viral has amassed a staggering 33 million eyeballs and 3.4 million likes and counting.
This video struck a chord with viewers, who were perhaps growing fatigued of the blaring. Lebron’s emphasis on being “demure”—a word that traditionally connotes modesty and reserved behavior—offered a refreshing alternative to the flashy trends that had dominated the digital space all summer. It wasn’t just about makeup or fashion; it was about a mindset, one that valued subtlety and self-awareness.
@ravethecrave do u see how i eat this up ✨ #demure (ib: @Jools Lebron ♬ original sound – marina tasha
As Jools continued to post videos, each reinforcing this demure philosophy, the trend began gaining momentum. Soon, TikTok was flooded with a slew of videos of users describing their day-to-day activities as mindful and demure. The timing was perfect. Social media users, particularly on TikTok, were ready for a change. The demure trend’s appeal lies in its versatility; it can be applied to anything, from how you dress to how you order your coffee. The idea of being “demure” is broad enough to be inclusive yet specific enough to create a strong, cohesive identity.
@iampennbadgley That’s a wrap on Joe Goldberg @Jools Lebron ♬ original sound – Penn Badgley
While Lebron accident turned the world demure, brands and even celebrities have intentionally jumped on the bandwagon. From makeup lines to fast-food chains, everyone wanted a piece of the demure pie. But unlike other trends that often lose their essence when co-opted by corporations, demure managed to retain its playful spirit. It became a badge of honor to be “demure”—a way to signal that you were in on the joke.
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