Exit Brat girl summer and enter Demure beauty. If you've been on TikTok this week chances are you've come across a sea off videos captioned and titled, 'very demure, very mindful or even very cutesy.' Yes by Oxford dictionary standard demure means, 'reserved, modest, and shy' but this trend (by the creator) Lebron's standards can be quite flexible. Let me mindfully explain.
What Does Very Demure Mean?
Every now and again the internet seems to vomit a new term, exhibit - 'clean girl' and 'coquette'. Now we can add demure to that list. 'You see how I do my makeup for work? Very demure. Very mindful,' Jools says in the viral satirical video, '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.' It's about etiquette.
After amassing 17.2 million views on the original video, thousands of TikToker's have flocked to the platform using the sound to showcase their makeup. And we've seen this trend go both of two ways. Some taking the term demure very seriously - minimal 'barely there' makeup. Whilst others have taken the cut crease and bold liner approach. Makeup mavericks approve too. Patrick Ta ran to the app to get Jools Lebron to test and try his foundation, and even the likes of Ashley Graham jumped on the trend to showcase her very demure makeup look. It's clear Demure Tok has definitely taken over and Jools is encouraging her supporters to 'make the videos' as TikTok has changed her life. 'Because one day I was playing cashier and making videos on my break, and now I'm flying across the country to host events.'
Why Is Everyone Saying Demure?
Demure extends further than beauty, encompassing behaviours from airplane etiquette to food preferences, often contradicting itself. 'We need a demure rule book that gets more convoluted and inconsistent as you add rules for us!!' one TikToker suggested. 'YOU GET IT,' Lebron replied back.
What Does Very Mindful Mean?
Often paired with very demure, very mindful is equally a satirical take on being overly conscious or careful about one's actions. It's often used humorously to exaggerate everyday behaviours, presenting them in a deliberately exaggerated and overly cautious manner. Example? If someone was to carefully tie there shoes, that would be very mindful of them.
The main takeaway is these videos are not meant to be serious critiques or how you should act. Jools herself has in fact shown up to work in a green-glitter cut-crease makeup look — not exactly demure. It's all down to you. Be very mindful and cutesy.
Explore: Very Demure Memes
Renee Washington, Grazia's Digital Fashion and Beauty Assistant, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie.