The word “demure” has recently gained significant attention online, thanks to a viral trend sparked by beauty influencer Jools Lebron. In an interview with “CBS Mornings,” Lebron shared the inspiration behind her “demure” video, explaining that the term embodies mindfulness, consideration, and self-awareness in how one presents themselves.
The trend took off in early August when Lebron posted a 38-second TikTok video showcasing her professional makeup look, describing it as “very demure, very mindful.” In the video, she highlighted the contrast between her understated style and more dramatic looks, emphasizing the importance of maintaining a polished, professional image at work. Lebron’s message resonated with many, bringing the word “demure” into the spotlight.
At the time of filming, Lebron was working as a cashier and recording from her vehicle. She explained that the “demure” concept was inspired by her decision to wear less makeup on her first day at a new job, a deliberate shift from the more dramatic look she had worn at her previous workplace. This choice marked a new approach for her, which quickly gained traction online.
The video struck a chord with a wide audience, with many people embracing Lebron’s advice to be “demure.” She clarified that her message wasn’t just about beauty; it was also about embracing confidence and self-awareness. According to Lebron, being “demure” means paying attention to one’s appearance without going overboard.
Lebron, who has amassed millions of views on TikTok and a growing fan base, has redefined what it means to be “demure” in the digital age. She connected her classic, modest style to her transgender identity, sharing how creating TikTok content has helped her connect with others, particularly plus-size and trans individuals with similar experiences.
Lebron expressed surprise at the overwhelming success of her “demure” series, noting that it had a much larger impact than her previous content, which included makeup tutorials and videos about Bratz dolls. The popularity of the “demure” trend has opened up new brand opportunities for Lebron, expanding her influence and reach.
As her popularity grows, Lebron remains dedicated to spreading a positive message. She encourages others to find their own interpretation of being “demure,” stressing the importance of mindfulness and consideration in self-presentation. In her words, “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.”
