The new trend of being “demure” is taking over TikTok and the lifestyle craze has people being more mindful of how they present themselves.
Based on what some content creators are saying, living a demure lifestyle means living modestly. The word has gone viral as thousands of videos on the app include the hashtag #demure.
The trend has manifested outside personal aesthetics, influencing lifestyle choices, including dining selections.
Following the demure spirit, some creators are even experimenting with “demure food”, opting for simple, tasteful meals over extravagant or excessively indulgent options.
The trend began in early August and originated from the content creator, Jools Lebron, who uses the username @joolieannie. The first video posted by the creator surfaced on August 2.
In one of Lebron’s clips, she demonstrates how she styles her hair and does her make-up for work. “Very demure,” she dubs the look.
@joolieannie #fyp #demure ♬ original sound - Jools Lebron
Lebron posted another video, this time on how to be “demure and modest and respectful in the workplace”, which raked in more than 20 million views, leading her to reach more than 1.7 million followers on the video-sharing app.
“See how I look very presentable? The way I came to the interview is the way I go to the job,” she said. “I’m very modest, I’m very mindful.”
She’s since gone on to post many videos explaining how to be demure, mindful, and cutesy in any situation – from doing choreography to attending a drag show – ordering food, getting manicures, boarding flights and even applying deodorant – sending social media users into a craze of “demurity”.
One user, @natalie_oneilll even posted a video sharing a tutorial where she shows viewers how to practise skincare in a “demure way.”
Meanwhile, on X , a user @Lexiiee_x shared how being madly infatuated with her boyfriend in private was “very demure and very mindful”.
@joolieannie #fyp #demure ♬ original sound - Jools Lebron
It is unclear exactly how many followers the Chicago-based content creator gained since the trend went viral but she said the trend has “changed her life”.
In a video, Lebron who is transgender, said, thanks to her newfound fame, she will now be able to finance the rest of her transition.
“One day I was playing cashier and making videos on my break and now I’m flying across the country to host events,” she said.