The Rise of the Demure Trend: How TikTok Influencers Are Redefining Modesty

In a world where social media often promotes bold, in-your-face content, a new trend has emerged that encourages a more reserved and mindful approach to life. The “demure” trend, which originated on TikTok, has taken the internet by storm, with creators like Jools Lebron leading the charge. Lebron, a transgender woman, posted a video on August 2nd, 2024, in which she shared a tip for removing a white mustache caused by makeup mixing with sweat. At the end of the video, she added, “Very demure.”  This simple statement would soon become the catchphrase of a movement that has since been embraced by celebrities and everyday users alike.

The Meaning of Demure

The official definition of “demure” is “reserved, modest, and respectful.”  However, Lebron’s interpretation of the word goes beyond the dictionary definition. In her videos, she encourages her followers to be mindful, considerate, and presentable in their day-to-day lives. “Your demure is what it means to you,” Lebron explained in an interview with CBS Mornings. “It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world.” 

The Impact of the Trend

Lebron’s videos quickly gained millions of views, with other creators like Devin Halbal (also known as @hal.baddie) joining in on the trend.  Soon, the word “demure” was being used to describe everything from makeup routines to plane boarding etiquette. The trend’s impact has extended beyond just social media. Celebrities like Jennifer Lopez, Penn Badgley, and Lindsay Lohan have shared their own takes on being “demure,” while the White House even used the term to boast about the Biden-Harris administration’s recent student debt relief efforts. For Lebron, the trend has been life-changing. In a recent video, she shared that TikTok has enabled her to finance the rest of her transition and host events across the country.  The trend has also helped her connect with “more girls like” her, including plus-size and transgender individuals who share similar experiences. 

The Significance of the Trend

The “demure” trend holds significance beyond just its viral success. It highlights the power of social media to shape cultural narratives and the importance of representation in media. “Lebron’s success shows, ‘You don’t know what’s going to happen,'” said Raji Srinivasan, a marketing professor at The University of Texas at Austin’s McCombs School of Business. The trend also speaks to a larger cultural shift towards mindfulness and self-awareness. In a world that often values shock value and attention-grabbing content, the “demure” trend offers a refreshing alternative that encourages users to be present and considerate of those around them.

The Future of the Trend

As with any viral trend, the longevity of the “demure” movement remains to be seen. However, its impact on social media and popular culture is undeniable. The trend has also sparked conversations about the nature of virality and the role of creators in shaping cultural narratives. As Lebron’s experience has shown, a single video can have far-reaching consequences, both for the creator and for the broader cultural landscape. Ultimately, the “demure” trend serves as a reminder that social media has the power to shape and reflect the values of a generation. As users continue to embrace the trend, it will be interesting to see how it evolves and what it means for the future of online culture.

Conclusion

The “demure” trend has taken the internet by storm, with TikTok influencers like Jools Lebron leading the charge. Through her videos, Lebron has encouraged her followers to be mindful, considerate, and presentable in their day-to-day lives. The trend’s impact has been far-reaching, with celebrities and everyday users alike embracing the concept of being “demure.” For Lebron, the trend has been life-changing, enabling her to finance her transition and connect with like-minded individuals. As the trend continues to evolve, it serves as a reminder of the power of social media to shape cultural narratives and the importance of representation in media. The “demure” movement offers a refreshing alternative to the often shock-value driven content that dominates online platforms, encouraging users to be present and considerate of those around them.