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Everyone ignored this word until TikTok made it cool – now 'Demure' is everywhere
19th August 2024
TikTok is no stranger to viral trends. Remember when everyone was making whipped coffee during lockdown? Or when sea shanties were suddenly the soundtrack of our lives? Well, now there's a new buzzword making its rounds on the platform: "demure."
It's popping up everywhere, and it's all thanks to TikTok influencer Jools Lebron (@joolieannie). But what does "demure" even mean, and why is everyone talking about it? Let’s dive into this fascinating, unexpected trend that has taken over TikTok by storm.
What Does "Demure" Mean, Anyway?
Traditionally, the word "demure" described someone, typically a woman, who was quiet, reserved, or modest. It brought to mind images of a person sitting quietly in the corner, perhaps sipping tea with perfect posture—definitely not the loud, standout types we often see on social media. So why has this old-fashioned word suddenly become the hottest thing on TikTok? Enter Jools Lebron, a makeup artist and influencer with a knack for making words like "demure" seem cool again.
Jools Lebron is redefining the term "demure" in a way that resonates with millions. For her, being demure isn’t about fading into the background—it's about a quiet confidence and elegance that’s just as powerful as being bold and brash. Think of it as the art of understatement. In a world where everyone is shouting to be heard, Jools is showing that there’s strength in being subtle. And apparently, TikTok users can’t get enough of it.
How Did the "Demure" Trend Start?
It all started with a simple TikTok video posted by Jools on August 2. The video, titled "How to Be Demure at Work," shows Jools going about her daily routine, focusing on looking “demure” through careful makeup, hairstyle, and fashion choices. With phrases like “very demure, very mindful,” she walks viewers through her process of cultivating a subtle, sophisticated look. The video quickly went viral, garnering millions of likes and comments from users who were intrigued by this new approach to self-presentation.
Jools didn’t stop there. She expanded her demure concept to cover all areas of life, from how to behave on a plane to how to interact with hotel staff. Her message was clear: being demure isn’t just about looking a certain way; it’s about carrying yourself with grace and thoughtfulness in every situation. Suddenly, TikTok users everywhere were posting their own "demure" videos, sharing tips on how to be mindful and elegant in their daily lives.
The Numbers Don’t Lie: Demure Is a Hit
In just a few weeks, Jools Lebron’s demure movement has become a full-blown trend. Her original video on how to be demure at work has racked up over 22 million views, and the hashtag #demure has been used in thousands of posts across TikTok. But it’s not just about the views—this trend is resonating on a deeper level. For many, it’s a refreshing change of pace from the constant pressure to stand out and be bold. Instead, Jools is offering an alternative path: quiet confidence, elegance, and mindfulness.
And the numbers back it up. According to TikTok’s trend analysis, the “demure” trend has seen a 400% increase in usage over the past month, with more and more users embracing Jools’ philosophy. It’s even started to spill over into other social media platforms like Instagram and Twitter, where users are sharing their own takes on what it means to be demure in today’s world.
Jools Lebron: The Face Behind the Trend
So who is Jools Lebron, the mastermind behind this viral movement? Beyond her TikTok fame, Jools is a makeup artist and influencer with a powerful story to tell. As a plus-sized trans woman, she has faced her fair share of challenges, but she’s used her platform to not only showcase her love of makeup and fashion but also to share her personal journey. In a recent emotional video, Jools opened up about how the demure trend has changed her life. What started as a fun TikTok experiment has turned into a career that’s taken her across the country, hosting events and connecting with fans.
Jools’ success didn’t happen overnight. In fact, just a few years ago, she was working as a cashier, squeezing in TikTok videos during her breaks. But thanks to her creativity, authenticity, and, of course, her now-iconic use of the word "demure," she’s become one of the platform’s most beloved influencers. And she’s not just inspiring others to be demure—she’s also inspiring them to be themselves.
Why "Demure" Matters in 2024
At first glance, the demure trend might seem like just another viral moment on TikTok, destined to fade as quickly as it appeared. But there’s something about this trend that feels different. In a world where everyone is constantly trying to outdo each other—whether it’s with the flashiest clothes, the loudest opinions, or the most outrageous stunts—demure offers a much-needed counterbalance. It’s about finding power in subtlety, in being thoughtful, and in carrying yourself with quiet confidence.
And it’s not just young people who are getting in on the trend. According to recent surveys, even older generations are finding value in Jools’ message. In a poll conducted by TikTok, 67% of users over the age of 30 said they found the demure trend to be refreshing and relevant in today’s fast-paced world. It seems that, no matter your age, there’s something appealing about the idea of slowing down and being more mindful.