If you've been scrolling through TikTok lately, you might have come across a word that’s suddenly everywhere: demure. It all started with creator @joolieannie, whose vlog style content has been blowing up. Earlier this month, she posted a series of videos on how to look "demure" at work, and the internet went wild. In her viral video, she showed off her makeup routine, saying, "See how I do my makeup for work? Very demure, very mindful." Since then, her video has become a template for others to create similar content, with many using her original audio to hop on the trend.
But here’s the thing: a lot of people are using the word "demure" without actually knowing what it means. So, let’s break it down.
So, what does "Demure" mean?
"Demure" is a word that's been around for a while, usually used to describe someone, especially a woman, who is modest, reserved, or shy in how they act or present themselves. Think of it as a kind of quiet confidence - you're not trying to grab everyone's attention, but you still carry yourself with grace. It’s that effortlessly elegant vibe.
When we talk about "demure" makeup or fashion, we’re usually talking about looks that are understated and classy, without being too loud or flashy. Imagine soft makeup tones, simple yet chic outfits, and a calm, composed demeanour. It’s about looking put together without screaming for attention.
Why is it trending?
Thanks to @joolieannie, "demure" has become the new buzzword for those looking to nail a polished and professional look, especially at work. Her videos are all about embracing that low key, sophisticated style that says, "I’m here to do my job, and I’m doing it with style." It’s a vibe that resonates with a lot of people, especially as the world gets back into office mode post pandemic.
But as this trend blew up, it seems that not everyone was clear on what "demure" really meant. The word has been around forever, but its recent rise in popularity has people running to Google to figure out exactly what it means.
How "Demure" is taking over social media, even LinkedIn
The word "demure" isn’t just trending on TikTok - it’s spreading across all social media platforms. Instagram influencers are using it to describe everything from fashion to home decor, while Twitter users are sharing their "demure vibes" in a more playful way. Even LinkedIn has caught on, with social media marketers praising the "demure" approach in personal branding and corporate communications. In a world where bold and flashy once dominated, "demure" is becoming the go-to word for a new kind of subtle, confident expression.
