Demure Trend Explained Plus Merch & Beauty Inspired by the Viral Video

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Demure Trend Explained Plus Merch & Beauty Inspired by the Viral Video

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Just 10 days ago, creator Jools Lebron (@joolieannie) made a TikTok video titled “How to be demure and modest and respectful at the work place,” and people are completely hyper-fixated on it. If you aren’t yet saying “demure” every other sentence, just give yourself a day or two and you’ll be fully hooked.

In the now-viral video with 19.9 million views and counting, Lebron says, “You see how I do my makeup for work — very demure, very mindful … A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma — not demure.” She repeats, “I’m very modest, I’m very mindful.” You get the gist. Basically, watch the video and you’ll instantly be addicted to categorizing everything in your life as either “very demure” or “not demure.”

All this to say: the internet works fast. There’s already endless merch with the Tiktoker’s iconic catchphrases and buzzwords. And not to overdo it, but much of this merch is quite “cutesy” (another popular term in Lebron’s vernacular).

Below, we rounded up a combination of our favorite “demure” makeup (think no-makeup makeup vibes) and clothing, accessories and homeware with the creator’s signature sayings.

Just Peachy Tees Co Very Demure Very Mindful T-Shirt

Wear it tucked into jeans or as an oversized look.

OGX Renewing Argan Oil of Morocco Mist

In the creator’s follow-up video to her original, she goes through her “approachable” work makeup routine: “See how I come to work very demure? I don’t wear too much makeup … I do a little hair oil on the wig, I do a little tinted moisturizer, I do a little brow gel — very considerate, very approachable, very demure.” Step 1: hair oil.

Clinique Moisture Surge Sheertint Hydrator SPF 25 Tinted Moisturizer

Step 2: tinted moisturizer. We like this one from Clinique for a sheer and natural look.

e.l.f. Brow Laminating Gel

Can’t forget the clear brow gel. This one is great for that coveted laminated look: it has a spoolie for precise application, a comb to separate and define and a brush to sculpt, shape and set.

Gud Week Apparel Demure University Sweatshirt

Rock it in navy or this forest green. Back-to-school just got a whole lot cutesier.

Gemma Flo Wicks Smells Very Demure & Mindful Soy Candle

“Crisp and fresh scent of being very demure.” Iconic.

Becca Designs XO Very Demure 90s Y2K Baby Tee

This Y2K baby tee is fitted with a slight crop and comes in both black and white.

Wild Fable Women's Elsa Mary Jane Ballet Flats

Ballet flats just feel demure, especially when they’re on sale — so modest and considerate.

Mark Glasgow Goods Very Demure Very Mindful Cap

This cap comes in five colors: black, navy, stone, white and this spruce green.

Gallery Edge Very Demure, Very Mindful Car Magnet

Brat meets demure.

Olive St Collective Very Demure Very Mindful Print

A daily reminder to keep it mindful.

Magic by Bri Studio Very Demure Very Mindful Earrings

Featuring gold plated coquette bow hoops and hand painted pink glitter hearts.

Loona Design Studio Very Demure Very Mindful Crewneck Sweatshirt

Mindfully refined, just like you.

Enchanting by Fatima Vote Very Demure Unisex Election Shirt

Voting is, in fact, demure.


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