Being demure, according to TikTok creator Jools Lebron, is about being mindful, cutesy, and keeping things understated.
After the “brat summer” phase, users are now predicting a “demure fall.” The trend focuses on mindfulness, simplicity, and cuteness, and it gained traction when Lebron’s August 2 video went viral. In it, she shared how she acted “very demure, very mindful” at work.
A follow-up video on being “demure and modest” in the workplace garnered over 17 million views, catapulting her to over 1.4 million followers on TikTok.
In her August 5 video, Lebron emphasized looking presentable and being mindful at work, which resonated with many viewers. Since then, she’s shared numerous videos on how to be demure in various situations, from performing choreography to attending events, sparking a wave of “demurity” on social media.
Interest in the #demure tag has surged since August 7, with over 27,000 videos using the hashtag in the past week. The trend has also spread beyond TikTok, with memes featuring the word “demure” going viral on X, and celebrities like Lizzo and brands like Netflix jumping on board.
Lebron’s rising fame has opened new opportunities, including attending events in New York City with makeup artist Patrick Ta.
In an August 14 TikTok, Lebron, who is transgender, reflected on how quickly her life has changed, saying, “One day I was playing cashier and making videos on my break, and now I’m flying across the country to host events.”
The “demure” trend has shown that anyone can stay mindful, cutesy, and demure in any situation.