TikTok has always been a breeding ground for viral trends, and the latest buzzword taking over the platform is “demure.” What started as a playful commentary on modesty by beauty influencer Jools Lebron has now blossomed into a full-blown cultural phenomenon, inspiring countless TikTok users to embrace a more mindful and modest lifestyle.
What Does “Demure” Mean on TikTok?
Demure is traditionally associated with modesty, reserve, and a certain seriousness. However, the term has taken on a new life on TikTok, merging these classic definitions with a modern twist of being “very mindful” and “very cutesy.” This trend, popularized mainly by Lebron, encourages people to embrace a more thoughtful and subdued approach to everyday life, whether through how they dress, act, or interact on social media.
How the Trend Began
Jools Lebron first introduced her take on “demure” in an early August 2024 TikTok video where she shared tips on how to appear modest and mindful in the workplace. The video struck a chord with viewers, quickly racking millions of views and inspiring similar content. Lebron’s followers were drawn to her charming delivery and the idea of being “demure” as an antidote to the often loud and exaggerated behaviors celebrated online.
Since then, “demurity” has expanded beyond the workplace. TikTok users are now showing how to be demure in various settings—whether picking up an ID at a bar, waiting in line at the airport, or even enjoying a meal. The trend has also crossed over to other social media platforms like Instagram and X (formerly Twitter), where users continue to explore and share their interpretations of what it means to be demure.
The Impact and Influence
The “demure” trend has resonated particularly well within the LGBTQ+ community, especially among trans creators, who have embraced it as a way to redefine traditional notions of femininity and modesty. The trend has also sparked discussions about the origins of popular culture catchphrases, particularly those that come from queer and marginalized communities. Lebron herself has emphasized the importance of recognizing the contributions of these communities, adding another layer of significance to the trend.
Even beyond TikTok, the “demure” trend has largely influenced pop culture. Brands, celebrities, and even musicians have started incorporating demure aesthetics into their content, further cementing the trend’s place in the digital zeitgeist.
What’s Next for “Demure”?
As with all viral trends, the question remains: how long will it last? While some trends quickly fizzle out, the “demure” movement shows signs of having staying power, thanks to its appeal to those seeking a more mindful, reserved approach to their online and offline lives. Whether you’re adopting a demure demeanor at work, in social settings, or on social media, it’s clear that this trend is about more than just a moment—it’s about creating a movement.