Traditionally, the term ‘demure’ was used to describe a woman who was quiet, reserved, or modest in her demeanor. In essence, it conveyed an image of someone polite and understated. Recently, however, the word ‘demure’ has taken on new life as TikTok’s latest trend.
Users are now flaunting choices and styles that embody the “very demure” aesthetic. This trend emphasizes being mindful, subtly stylish, and, most importantly, not overdoing it. The trend gained massive traction when shared a video demonstrating her “very demure” hair and makeup routine for work.
In her video, she describes the look as “demure and mindful,” advising viewers on how to carry themselves in various settings—whether at work, on a plane, or in public. Her video went viral, amassing over 17 million views, nearly 2 million likes, and skyrocketing her follower count to more than 1.4 million on TikTok.
According to Merriam-Webster, ‘ ‘ is defined as being “affectedly modest, reserved, or serious.” However, on TikTok, being demure is seen as a playful twist on the “pick-me girl” persona—someone who claims she “isn’t like the other girls.” It also seems to poke fun at the “clean girl” aesthetic, blending traditional modesty with a modern, slightly ironic edge.
As this trend continues to dominate TikTok, ‘demure’ is becoming a buzzword that encapsulates a mix of old-fashioned modesty and contemporary, low-key chic..