With artists and creatives from every corner of the world free to fully express themselves without the confines of regulation, it’s no wonder TikTok is constantly churning out overnight superstars. Some are even able to build entire careers off of going viral, all thanks to the bravery in being themselves out loud.
If you’ve seen the word “demure” trend nonstop all over social media, the internet’s latest celebrity Jools Lebron is to thank. With an unserious cadence and all the secrets to being the most beautiful woman in the room, she’s spearheading the demure movement. Here’s exactly where the buzzword came from, what it means and why everyone is obsessed.
Why Is Everyone Saying Demure?
In a series of front-facing videos in which Jools LeBron shares how she maintains a sense of feminine elegance throughout her days, there was one TikTok posted in early August that stood out. Giving the girls some insight and tips on how to show up to work, she shared, “I do my makeup. I lay my wig. I do a little braid. Very demure, very mindful. Let’s not forget to be demure, divas.” Reaching over 19 million views, it catapulted society into demure fever, as she continues to create dozens of videos explaining how to live like the demure girl you rightfully are. From what we’ve gathered so far, this includes being polite, pretty, passive and drinking tiny iced lattes.
She’s even shared tips on how to weaponize being demure to secure your dream job. “See how I look very presentable? The way I came to the interview is the way I go to the job,” says Lebron. “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.”
Her face is always beat, her hair is always laid, and her comedic timing is impeccable, so much so that she’s gained international recognition. Going viral has changed Lebron’s life overnight, sharing that it’s helping her support her transition as a trans woman.
“Growing up, I was always into feminine things. I like dolls, I was always into Disney Princesses, Bratz — some things never change. Growing up I never saw myself as a boy liking other boys. I was always like, ‘I’m the girl.’” She’s now living out and proudly as a trans woman, as well as a cultural pioneer.
What Does Demure Mean?
With the rise in popularity of the word demure, many have wondered what the word even means. While its textbook definition is “reserved, modest, and shy typically used in reference to a woman,” it’s become much bigger than that. Ultimately, demure is a mindset. Demure is a lifestyle. To live demure is to not only be sophisticated, quant, and elegant— it’s, above all else, to bask in beauty of your femininity. To hold yourself high knowing that class is your most valuable currency. And to express yourself fully and authentically, because you never know when living your truth might earn you your next viral check.