When social media hears a new term, they will be sure to use it to its full effect. Ignited by self-proclaimed “Miss Demure”, TikTok user @joolieannie broke the internet with her viral “work make up” video with 33.3 million views, in which she explained her make up to be “very demure, very mindful” for work, implying that her make up is modest and appropriate for work. The famous line has since made everyone demure overnight.
@joolieannie #fyp #demure ♬ original sound - Jools Lebron
Making its way to celebrities’ social media feeds, the trend has since prompted big stars and brands to showcase their demureness and hop on the “demure” bandwagon.
Jennifer Lopez demurely demonstrated how she drinks a cocktail. “See how I do this, when I drink from the bottle? Very demure I don’t just chug it”, she said. “Little by little. Elegant. Swelling it. Demure. Mindful”, she playfully continued.
Lopez is not the only celebrity implementing a demure lifestyle. Penn Badgley, Khloe Kardashian, and RuPaul, to name few, are among many celebrities who have participated in the trend that has even made its way to the White House.
The White House shared a post of Joe Biden sitting demurely, captioned “Cancelling the student debt of nearly 5 million Americans through various actions. Very mindful. Very demure.”
Penn Badgely embraced the trend by showing his last day filming the Netflix series, YOU, in a “demure” and “mindful” way in which he said “You see how I show up to work? Very demure, very mindful. I don’t really do too much when I’m at work. I’m very mindful.”
@iampennbadgley That’s a wrap on Joe Goldberg @Jools Lebron ♬ original sound - Penn Badgley
Khloe Kardashian joined in on the fun with her hair and make up team and so did everyone’s favourite drag queen, RuPaul, schooling us on how she reads a book
@cucumberxboy #kimkardashian #khloekardashian #kyliejenner #kendalljenner #kourtneykardashian #kardashian #jenner #foryoupage #fyp #petedavidson #juliafox #travisbarker #kanyewest #kanye #northwest #stormi #kylie ♬ original sound - cucumberxboy
@rupaulofficial You see the way I read? Very demure. Very considerate. Very mindful.
♬ original sound - RuPaul
Brands like Maybelline have leaned in to the trend using it as marketing gold.
@maybelline_uk Maybe it’s very demure, maybe it’s Maybelline #verydemure #demure ♬ original sound - MaybellineUK
Going viral has changed Jools’s life beyond just fame. Jools shared an update in a TikTok video on the opportunities the viral moment has brought her, "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”. Jools has since become the face and voice of “demure” as she continues to remind her followers to be “mindful” throughout many aspects of life.
Very mindful and demure of her indeed.
@joolieannie #fyp #demure ♬ original sound - Jools Lebron
