If you’ve been anywhere on TikTok in the past week, you’ve likely heard of the “demure” trend which has just about everyone talking about how to show up any and everywhere being cute and classy rather than crass and uncouth.
But if you’ve missed out on all of the chatter, don’t worry: Lucky for you, we’ve spent more time than we care to admit out loud soaking up every ounce of “demure” content and controversy we could.
So let’s break it down:
TikTok creator Jools Lebron (aka Miss Demure) is credited with kicking off the trend by posting now-viral video clips demonstrating how to do everything from applying makeup for work to boarding an airplane to enjoying a late-night tuna snack while being demure, which they define as “very cutesy, very mindful.”
See for yourself:
The videos have received tons of views and likes and have inspired others to demonstrate their takes on the trend. Check out this user showing followers how to be demure at Chipotle of all places:
Celebrities are even getting in on the act, posting examples of themselves being “very mindful, very demure.”
Here’s Serena Williams showing her “demure” beat using products from her new WYN makeup line:
And CBS Mornings’ Vladimir Duthiers showing how “very mindful” he is while reading his scripts before the show:
Check out WNBA player Angel Reese showing off her “demure” hair:
Then there’s Khloe Kardashian’s “demure” makeup post:
Even J.Lo got in on the act, showing herself being “demure” while drinking from a bottle:
And in case you didn’t know, folding the pages to hold your place in a book is so not demure, according to RuPaul, who said bookmarks are the way to go.
Like everything else on social media, nothing trends forever. But Jools is definitely riding the wave in the best way. Check out this collab on how to do “demure” foundation with beauty industry heavy hitter, Patrick Ta:
But social media wouldn’t be the deliciously messy space that keeps people coming back for more if there wasn’t some drama, and this trend is no exception. In this video, creator Selyna Brillare accuses Jools of taking credit for something they came up with years ago.
But some on the platform say neither can claim they started trend, insisting that that it was none other than “The Nanny” star Fran Drescher’s character who is the real OG of all things demure.
Consider yourself caught up. Unfortunately, the time you read this, TikTok will have likely moved on to something else!