What is the ‘Very Demure, Very Mindful’ Trend?

The phrase "very demure, very mindful" has recently captured the internet's attention, thanks to a viral TikTok trend started by beauty influencer Jools Lebron. This trend is all about embracing a subtle, thoughtful approach to personal presentation and behavior, and it's quickly become a favorite among celebrities and social media users alike.

@joolieannie #fyp #demure ♬ original sound - Jools Lebron

Origin of the Trend

The trend was launched by Jools Lebron, a popular TikTok influencer with 1.6 million followers. Her original video, which has racked up over a million views, introduced the concept. In it, Lebron discussed how she does her makeup for work, emphasizing a "very demure, very mindful" approach. She contrasts this with more extravagant looks, saying that being demure means being understated and presentable without going overboard.

@joolieannie #fyp #demure ♬ original sound - Jools Lebron

What Does ‘Demure’ Mean?

In the context of this trend, “demure” refers to a style that is modest and reserved. According to Lebron, being demure involves being considerate of both yourself and those around you in how you present yourself. It’s about striking a balance between looking polished and maintaining a natural, unassuming appearance.

Lebron explained, “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 suggests that the goal is to look natural and professional, avoiding overly dramatic or flashy looks that might seem out of place in more formal settings.

The Trend’s Popularity

The "very demure, very mindful" trend has resonated with many people, including a number of high-profile celebrities. Stars like Jenna Ortega, Jennifer Lopez, Penn Badgley, Lindsay Lohan, Joe Biden, and Jamie Lee Curtis have embraced the trend, showcasing their own takes on a demure and mindful style.

@warnerbrosanz we like to think the #Beetlejuice #Beetlejuice press tour is very demure 💅 #JennaOrtega #JustinTheroux #demure #mindful ♬ original sound - Jools Lebron

Lebron’s TikTok account, @joolieannie, has become a hub for this trend, with her videos receiving widespread attention and engagement. Her second video, which explores the ideas of being "cutesy" and "mindful," further expanded on her philosophy of understated elegance and thoughtfulness.