The word demure, seemingly out of nowhere, exploded online this month and sparked a cultural conversation. The beauty influencer who started the viral trend, Jools Lebron, told "CBS Mornings" about the inspiration behind her popular demure video — and what the word represents to her. "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," Jools told "CBS Mornings." Backstory of the "demure trend" The "demure" trend started in early August when Jools posted a 38-second video showcasing her professional makeup look. "See how I do my makeup for work? Very demure, very mindful.
I don't do too much. I'm very mindful while I'm at work. See how I look? Very presentable.
A lot of you girls go to the interview, looking like Marge Simpson and go to the job looking like Patty and Selma, not demure," she said in the TikTok video that propelled the word "demure" into the spotlight. At the time, Jools told "CBS Mornings" she was working as a cashier and posting content from her car — never imagining that her videos would reach millions. Her "demure" theme began as a reference to another video, where she had chosen to go with a more natural look for her first day at a new job after initially doing a more dramatic makeup style at a previous job.
"I was like, let's go very natural. Let's not do too much. So then I was like, I don't show up to the first day with a green cut crease.
I don't sh.