It is undeniable that the word “demure” has become viral and has been very popular in social networks as well as in different discussions. The trend, which started this August, is traceable to beauty influencer Jools Lebron, who posted a viral video about it.
According to an interview with CBS Mornings, Jools revealed where the idea for her viral video came from and what ‘demure’ means to her.
The Origin of the “Demure” Trend
The “demure” trend started after Jools recorded a 38-second TikTok video showcasing her professional makeup look. In the video, she demonstrated a subtle, work-appropriate style, showing viewers how to remain very demure, and very mindful, especially in a work environment.
She jokingly compared it to dramatic looks typical for the animated television show ‘The Simpsons’, Marge Simpson and her sisters Patty and Selma, stating that some people overdo it in professional settings.
Jools came up with the ‘demure look’ for her first day at a new job and chose to go natural after trying out an ‘extreme look’ at her previous workplace. She revealed that her aim was to be presentable without overdoing it and added that the video got a lot of views making the term ‘demure’ quite popular.
What Does “Demure” Mean?
For Jools, who has the TikTok account username joolieannie, “demure” is not simply another term that exists in the collective culture, she entirely lives by it.
Essentially, it is a concept that relates to how an individual is capable of stepping out into society, knowing who he or she is, feeling good and positive about that self and conducting oneself in a manner that respects other people’s rights and feelings.
Jools was keen that ‘demure’ is not only about a dress code; it is a way of living a life that is measured, temperate, and considered.
Jools said that she felt being ‘demure’ has to do with avoiding extremes and prefers to be ‘very cute’ though not to the extent of aggressiveness.
The popularity of Jools’ “demure” series not only brought her more exposure but also potential business prospects such as endorsements. Although Jools has achieved a certain level of success, she is determined to post positive messages, encouraging others to find their definition of demure’ and be thoughtful in how they present themselves to the world.
As she explained, “Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.”
