Earlier this month, the internet exploded when Jools Lebron proposed that “demure” is relevant once again. She recently sat down with “CBS Mornings” to talke about the inspiration behind her viral demure video and what it means.
Your demure is your’s to be, What it means to you. Jools said: “That’s being considerate and respectful to other people you meet, but also yourself — the way you are as a person when in contact with different cultures.
The Backstory of the “Demure” Trend
It first started in early August when Jools shared a 38-second TikTok video revealing her ‘day at work’ makeup look. Throughout the video she accentuated her sleek understated style, calling it “demure.”
Watch me do my 15-minute work makeup routine Very demure, very mindful. I don’t do too much. I assure you when I work, it is ever on my mind. See how I look? Very presentable. In the now viral TikTok, Jools stated: “Most of you girls go to the interview like Marge Simpson and come out Patty & Selma not submissively acting or anything.
Jools was working as a cashier at the time and just making videos from her car with no thought that they would reach millions of people. Her idea for the theme of her first image came when she chose to go in a more natural direction for an interview at work instead wearing dramatic makeup from a different job.
I was like, let’s just be very natural. Let’s not do too much. I was like, well duuuh do I show up to the first day with a green cut crease. I didnt walk around like a clown, but what I meant was that the way I showed up at another job refrained from me getting employed wherever else.
What Does “Demure” Mean?
Jools, who goes as joolieannie on TikTok (and exists beyond that name) made clear her fluid interpretation of demure is more than just a look. For her, it is one of self-awareness and a power.
We are all one; and not even any of this has to be so real. Everything does not have to be so hardcore. As if everything could just be that adorable. And for some of us, where we tend to not overdo it. We only do a little bit. I’m not crazy with it. I’m very demure,” she said.
“When I did start making TikToks, I found more girls like me. I found girls who are plus size, who are trans, who are having the same experiences that come uniquely with that set of combinations,” she revealed.
The Impact of the “Demure” Series
Jools has been surprised by the overwhelming response to her “demure” videos. Despite experimenting with various types of content over the years, including makeup tutorials and videos about Bratz dolls, nothing resonated with audiences like her recent “demure” series. The trend has not only amplified her online presence but also opened up brand opportunities.
As her popularity continues to soar, Jools remains committed to spreading a positive message. She encourages others to find their own interpretation of being “demure” and to be mindful and considerate in how they present themselves to the world.
“Your demure is what it means to you. It’s being mindful and considerate of the people around you, but also of yourself and how you present to the world,” she reiterated.
Jools Lebron’s “demure” trend is more than just a fleeting internet sensation—it’s a new cultural touchstone that challenges traditional notions of beauty and self-presentation.
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