The word “demure” is listed in the dictionary as meaning reserved or modest. But in the past week, the word has taken on a new meaning — and a life of its own on social media. Beauty influencer Jools Lebron started the viral trend on TikTok in early August when she posted a video showcasing a professional makeup look to her account titled joolieannie.
“Your demure is what it means to you,” Lebron told “CBS Mornings.” “It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.” The viral clip was posted on Aug.
5 from her car while she was working as a cashier, and she told “CBS Mornings” that she never imagined her content would blow up in the way it did. It has garnered 33.4 million views and 3.
4 million likes. “See how I do my makeup for work? Very demure, very mindful,” Lebron said in the clip. “I was like, let’s go very natural.
Let’s not do too much ...
I don’t show up looking like a clown, but I was really referencing how I had shown up at another job,” she explained to “CBS Mornings.” Lebron said being demure is not just about appearance — it’s a statement of self-awareness and confidence, CBS reported, and it can also be a way of life. “Nothing has to be so serious.
Nothing has to be so aggressive. Like everything could just be very cute ..
. We only do a little bit. I’m not crazy with it.
I’m very demure,” she said to “CBS Mornings.” The demure trend also is similar to Gen Z’s phrase “quiet luxury,” The Guardian reported , which means flexing one’s wealth in a more subtle manner. By making TikToks, Lebron said she’s been able to find other girls like her, and her rise in popularity has significantly impacted her life and provided many brand opportunities, according to CBS.
“I found girls who are plus size, who are trans, who are having the same experiences that come uniquely with that set of combinations,” she said to “CBS Mornings.” The viral trend comes after brat summer’s internet takeover just weeks prior. Users all over the platform are jumping on the demure bandwagon, showing off daily activities that also make them demure or explaining how one can be demure.
Lebron, who identifies as a transgender woman, now has 1.2 million followers. Thanks to the demure trend going viral, demure has changed her life and will allow her to finance the rest of her transition, Variety reported.
“One day I was playing cashier and making videos ...
on my break, and now I’m flying across country to host events and I’m going to be able to finance the rest of my transition,” she said. “I finally said it without crying.”.
