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.