Have you noticed the word ‘demure’ popping up everywhere lately? You’re not imagining things. This once-obscure term has become a viral sensation on TikTok, thanks to the efforts of creator Jools Lebron, known on the app as @joolieannie. If you’re over 30 and feeling a little lost in the ever-evolving TikTok lexicon, don’t worry – we’ve got you covered. Here’s everything you need to know about the rise of ‘demure fall.’
The term ‘demure’ originated from Lebron’s own creative mind. In a TikTok video titled “How to be demure and modest and respectful at the work place,” she explains the concept: “You see how I do my make-up for work? Very demure. Very mindful. I don’t come to work with a green-cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work. You see how I look very presentable? The way I came to the interview is the way I go to the job. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure. I’m very modest. I’m very mindful.”
Lebron’s humorous approach to defining ‘demure’ struck a chord with viewers, and the phrase quickly gained traction on TikTok. But the trend didn’t stop there. Like the earlier viral phrase ‘brat girl summer,’ the ‘demure’ phenomenon spread to other social media platforms, including X (formerly Twitter) and Instagram Reels. In a short period, it’s become deeply ingrained in the online lexicon.
The woman behind the ‘demure’ craze, Jools Lebron, is a transgender influencer who’s known on TikTok for her makeup tutorials and impressive collections of Bratz and American Girl dolls. She has cited ‘demure divas’ like Venus Xtravaganza from the documentary ‘Paris Is Burning’ as sources of inspiration. In a TikTok video posted on August 14, 2023, Lebron shared how the visibility she gained from her viral ‘demure’ videos had a significant impact on her life. She said, “One day I was playing cashier and making videos on my break, and now I’m flying cross-country to host events and I’m going to be able to finance the rest of my transition.”
The widespread adoption of ‘demure’ can be seen as a reaction to the wild, carefree connotations of Charli XCX’s ‘bratcore’ movement. Think of the cigarette bouquet Rosalía gave Charli for her birthday – that was bratty, but also, in a way, demure. The phrase ‘demure’ is often used with a playful, tongue-in-cheek approach. Lebron herself encourages followers to ‘be demure at the drag show.’ The humor comes from the irony of applying a veneer of imagined elegance to our most flamboyant and outrageous online personas. It begs the question: Could ‘Demure Girl Summer’ be rooted in the ‘girlcore’ aesthetic? After all, adorning oneself with bows is one of the most demure things a girl can do, and it embodies the idea of being mindful and intentional about one’s style.
