Remember “Brat Summer”? Yeah, neither does TikTok. Well, the internet has traded its chaotic energy for something… “very demure, very mindful, very cutesy.” You can’t go anywhere without hearing somebody repeat this.
So, how did it all start? The term, often used in LGBTQ+ spaces like drag and ballroom culture, embraces a playful, ironic sense of elegance. But it was TikToker Jools Lebron (@joolieannie), a self-proclaimed “fierce diva” with over a million followers, who launched “demure” into the stratosphere.
Her viral videos, racking up tens of millions of views, showcase Lebron using exaggerated poise and deadpan delivery to poke fun at societal expectations, particularly in the workplace. Whether she’s applying makeup or simply taking a sip of water, Lebron transforms everyday activities into hilarious demonstrations of decorum, always punctuated with her signature tagline: “Very demure. Very mindful.”
In one popular clip, Lebron talks about her understated office makeup look, explaining, “I don’t come to work with a green cut crease. I don’t look like a clown when I go to work. I’m very mindful while I’m at work. You see how I look very presentable?”
Lebron’s take on public decorum has become a masterclass in all things demure, with dozens of videos showcasing how to infuse everyday activities—from nailing choreography to enjoying a drag show—with her signature brand of mindful cutesiness.
And the internet is all for it. With over 78,000 videos (and counting!) on TikTok, Instagram, X, and even Reddit, the #demure hashtag is proof that mindful cutesiness is officially a thing. Even Google searches for “demure fashion” are up 310%—and that’s before the Fall 2024 collections drop.
The trend’s popularity isn’t limited to users. Celebrities like Jennifer Lopez have embraced the aesthetic, demonstrating how to sip her Delola cocktail with exaggerated elegance.
“See how I do this, when I drink from the bottle? Very demure,” she says into the camera, lifting a bottle of Delola L’Orange Spritz. Taking a small, deliberate sip, she continues, “Very mindful. I don’t just chug it… I just don’t…” She pauses, miming a dramatic gulp, “all the way down.”
Brands, always eager to tap into the zeitgeist, have also jumped on the bandwagon.
Canadian fashion retailer Ssense playfully captions its clothing with phrases like “See how I dress for work? Very cutesy, very demure, very mindful.”
@warnerbrosanz we like to think the #Beetlejuice #Beetlejuice press tour is very demure �� #JennaOrtega #JustinTheroux #demure #mindful ♬ original sound – Jools Lebron
Beauty brands like Maybelline and Nars have woven the phrase into their marketing, while Marc Jacobs playfully awards “aura points” to products and animals embodying the ‘demure’ aesthetic.
@maybelline_uk Maybe it’s very demure, maybe it’s Maybelline #verydemure #demure ♬ original sound – MaybellineUK
But is this just another fleeting internet fad, or does it signal a deeper cultural shift? Some experts online believe it’s a reaction to the current climate of economic uncertainty, a yearning for a sense of control and comfort amidst the chaos.
Whatever the reason, the ‘demure’ craze highlights the power of visual storytelling. While internet speak is inherently ephemeral, fashion and beauty brands have a unique opportunity to translate these phrases into compelling visuals and showing their versions of of ‘demure’ through styling, makeup, and overall aesthetic.
And for Lebron? The impact has gone far beyond viral fame. As she shared in a recent post, “One day, I was playing cashier and making videos on my break, and now I’m flying across countries to host events, and I’m gonna be able to finance the rest of my transition.”
So, the internet helped launch a career and support a life-changing journey? Now that’s what we call a trend with real impact. Very demure, very mindful, indeed.
This story first appeared on Campaign Asia-Pacific.
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