If you’ve been on TikTok or any social media lately, you’ve probably noticed the word “demure” popping up all over. It’s not a new term, and it’s not slang. Actually, it’s a word that’s been used for nearly seven hundred years. So, why is it suddenly trending everywhere?
According to the dictionary, “demure” means modest, reserved, or serious. It is a word that’s been around for centuries. It originally comes from Old French and Middle English. For a long time, it was mostly used to describe women who were quietly confident and didn’t seek the spotlight but still carried a strong presence. Imagine a person who dresses, speaks thoughtfully and moves with a kind of calm assurance. The kind of person who would blush at a compliment or sit quietly at the back of the room —that’s the essence of being demure.
TikTok influencer Jools Lebron (@joolieannie)
The current buzz around “demure” kicked off on TikTok, thanks to Jools Lebron, an influencer known as @joolieannie on the app. On August 5th, she posted a video showing her simple, understated makeup look for work, calling it “very demure, very mindful.” That video went viral, racking up over 35 million views.
Suddenly, the word “demure” found new life when netizens and content creators began using it in a different way. Instead of just describing personality, “demure” became a whole aesthetic. A vibe. Something you could see, feel, and even mimic in your own posts.
In Jools’ message, she urges women: “Be mindful of how you present yourself, especially at work.” She emphasized that being “demure” is about consistency. “The way you show up to the interview is how you should show up every day on the job—without going overboard.” She even poked fun, saying, “A lot of you girls go to the interview looking like Marge Simpson and go to the job like Patty and Selma. Not demure.” Her point? Keep it simple and true to yourself.
After Jools’ video took off, “Demure” didn’t just stay on TikTok—it spilt over onto other platforms too. On Instagram, Facebook, and Twitter #demure has become a go-to for posts about minimalistic fashion, home décor, and a lifestyle that leans towards the subtle and refined. It’s all about clean looks, neutral colours, and a vibe that says less is more. It is also used in conversations about behaviour and social norms. It’s become a word for those moments when someone is acting thoughtfully or taking a more reserved approach to things. People are discussing what it means to be demure at work, in relationships, or even in social media interactions—essentially, how to handle life with a bit more grace and intention. Even popular brands celebrities all over the world are not left out of the trend.
United Airlines joined the conversation on TikTok, commenting, “not standing immediately when the plane lands is so demure.” Google chimed in with, “vacation responder set to on, very demure.”
As the “demure” trend gains momentum, some brands are even creating original content around it. United Airlines recently posted a TikTok featuring a traveler with a suitcase at the airport, using Jools Lebron’s popular sound. The caption reads, “very demure, very mindful boarding.”
The hashtag #demure now has almost a million uses and about 2 million likes on TikTok alone. And it’s not just about the word itself—it’s the vibe it represents. In a time when everything can feel loud and overwhelming, this trend is a reminder to take a step back, simplify, and be a little more mindful. Whether it’s about how we dress, speak, or act, being demure is a subtle nudge to find beauty in the understated parts of life.
Remember, being demure doesn’t mean being weak or passive. It’s quite the opposite. It’s about having the strength to be yourself without needing constant validation. It’s about making a statement with actions, not just words. In fashion, it’s choosing pieces that are timeless rather than trendy. In conversation, it’s listening more and speaking less. In behaviour, it’s being kind without expecting anything in return.
The rise of “demure” shows us that sometimes, less is more. It’s a reminder that we don’t always need to be the loudest in the room to make an impact
Maybe that’s why “demure” has caught on so fast. It’s not just a word—it’s a way of showing up, being present, and keeping things simple, both online and off.
