Have you found yourself scrolling through TikTok lately and noticed a buzz around the word “demure”? Have you wondered why this term, traditionally associated with reserved and modest behavior, is suddenly the talk of the town?
Understanding the Buzz: The Rise of “Demure” on TikTok
What Does “Demure” Mean?
According to Merriam-Webster, “demure” means reserved, modest, and shy. This definition conveys an understated elegance and composure traditionally attributed to behavior and appearance. But why has this old-fashioned term become a viral sensation on a platform known for its fast-paced and edgy content?
The Catalyst: Jools Lebron
The term “demure” took off on TikTok largely thanks to a content creator named Jools Lebron, known on the platform as @joolieannie. Jools, who is transgender and uses she/her pronouns, began using the term to describe her actions and outlook, paving the way for its newfound popularity.
In her videos, Jools demonstrates how she applies her makeup and styles her hair, frequently emphasizing that her approach is “very demure” and “very mindful.” The video showcasing her spraying perfume in her car while staying “very demure” amassed millions of views, setting off a chain reaction of similar content across the platform.
The Appeal of “Demure” in a Digital Age
A Break from the Norm
While TikTok often celebrates exaggerated expressions and bold content, the “demure” trend offers a refreshing contrast. Being “very demure” brings a sense of calm and mindfulness that resonates with those feeling overwhelmed by the digital world’s constant noise. In a way, it’s a form of digital self-care.
Relatability and Versatility
Jools Lebron’s use of “demure” and related terms like “mindful” and “cutesy” serve as a versatile framework that users can adapt to various situations, making the trend highly relatable. This flexibility allows people to project a sense of propriety and composure in everyday activities, from blocking an ex on social media to preparing for work.
Community and Identity
Joining the “demure” trend isn’t just about mimicking Jools Lebron; it’s about becoming part of a community. The shared language and hashtags create a sense of belonging among users who identify with the trend’s values of mindfulness and understated elegance.
Breaking Down the Phenomenon
Metrics of the Trend
The popularity of the “demure” trend is evident in the numbers:
| Metric | Value |
|---|---|
| Followers of Jools Lebron | 1.3 Million |
| Views on Initial Video | 3.9 Million |
| Views on Second Video | 13.8 Million |
| Uses of “demure” Audio | 7,000+ |
| Posts Using “demure” | 50,000+ |
These figures illustrate the trend’s rapid growth and widespread engagement among TikTok users.
Cultural Impact: From “Brat Summer” to “Demure Fall”
As the seasons change, so do TikTok trends. Following the playful and uninhibited “Brat Summer,” many users are now embracing the more composed and introspective “Demure Fall” or “Mindful Autumn.” This shift in seasonal themes reflects the changing moods and sensibilities of the TikTok community, aligning with the evolving dialogue around self-presentation and mental well-being.
How Major TikTok Stars Are Embracing “Demure”
Bob the Drag Queen
With more than 3 million followers, Bob the Drag Queen is among the many TikTok icons who have used Jools Lebron’s audio and embraced the “demure” trend. This engagement from well-known personalities adds legitimacy and visibility, encouraging more users to participate.
Monet McMichael
Lifestyle vlogger Monet McMichael, who boasts over 3.8 million followers, also adopted the trend, underlining the versatility of “demure” in various content genres—from lifestyle and beauty to comedy and satire.
Haley Kalil’s Sarcasm
Some influencers like Haley Kalil, known as @haleyybaylee with over 10 million followers, have taken a more sarcastic approach to the trend. Her video about blocking an ex “very demure, very mindful” ends in a comical breakdown, showcasing that “demure” can be both sincere and satirical.
The Psychological Aspect of “Demure”
Mindfulness in Daily Life
Adopting a “demure” attitude is, in essence, a mindfulness practice. Mindfulness involves being fully present and attentive to one’s actions and surroundings. This can lead to reduced stress and increased focus, making the “demure” trend more than just a fleeting social media fad—it offers tangible mental health benefits.
Social Mirror: Reflecting and Reinforcing Behavior
Social media trends, especially on platforms like TikTok, often act as a mirror reflecting societal norms and values. The “demure” trend reinforces qualities such as self-control, elegance, and mindfulness. These values resonate deeply in an age where mental health and well-being have become significant societal concerns.
The Evolution of Language on TikTok
From “OK Boomer” to “Rizz”
TikTok has a history of rapidly evolving slang and phrases. Terms like “OK Boomer” became almost universally recognized, while “Rizz” (short for charisma) was even named “Word of the Year” by Oxford. These quick shifts in language illustrate TikTok’s influence on modern communication.
“Brainrot” and Gen Alpha
Even the youngest users, often referred to as Gen Alpha, contribute to this linguistic evolution. Their hyper-online styles, sometimes termed “brainrot,” create language that can be baffling to those not steeped in digital culture. The rapid ascent of “demure” into common usage highlights this ongoing and dynamic linguistic transformation.
Conclusions
The Ongoing Influence
As the trend continues to grow, it’s clear that “demure” has struck a chord within the TikTok community. Whether used sincerely or sarcastically, the term has found a place in the lexicon of millions of users, illustrating how a simple word can encapsulate complex ideas of behavior and self-presentation.
Final Thoughts
At its core, the “demure” trend is more than just a viral sensation. It represents a collective yearning for mindfulness, elegance, and community in an increasingly hectic digital world. By adopting a “demure” demeanor, users can navigate their online and offline lives with a little more grace and a lot more poise.
What’s Next?
Only time will tell how long the “demure” trend will last and what will follow. In the fast-paced world of TikTok, new trends are always on the horizon. Yet, for now, being “very demure” provides a comforting and relatable way to engage with the world—both digital and real.
