How A TikTok Creator Made The Term “Demure” Explode, And How It Turned Into A Lifechanging Move

August 18, 2024

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If you’ve been on social media the last week, you’ve seen the term demure being overused and trending. It’s usually preceded or immediately followed by some combination of Very Classy. Very Mindful. Very Cute. It all originated with beauty influencer Jools Lebron. The demure term is the TikTok word of the moment!

Jools Lebron identifies as a transgender woman. On instagram she posts images of her makeup looks, and on TikTok she does videos of makeup tutorials. Earlier this month Jools posted a video about doing makeup for the workplace in a “demure and modest and respectful” manner. It only picked up from there. She currently has over 1.5 million followers on TikTok and her videos are getting millions of views.

The demure term picked up in part because Jools told her followers to create their own videos “being demure.”

@joolieannie #fyp #demure @OAKCHA @Paul | Fragrance Influencer ♬ original sound – Jools Lebron

While Jools may have her own spin on the word, which he internet is finding clever ways to remix as well, the actual definition for demure, according to merriam-webster.com is: reserved, modest, or coy.

Jools has since said that the recognition and opportunities that have presented themselves since going viral with the demure term have changed her life! “One day I was playing cashier and making videos on my break, and now I’m flying cross country to host events, and I’m going to be able to finance the rest of my transition,” she says in one of her more recent videos.

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

As the trend continues to go viral on social media, we found some folks on social media who added to the demure conversation. As with all viral trends, some love it… others, not so much. However you feel, keep it very mindful. Very demure!