Gentle allure: how the internet is adopting the 'demure' beauty trend

WORDS Cassandra Dimitroff PHOTOGRAPHY via TikTok PUBLISHED Fri, 16 Aug 2024 - 11:49 am

The latest TikTok sound bite to go viral this month is from TikTok user Jools Lebron (@joolieannie), whose “You see how I do my makeup for work? Very demure, very mindful,” clip has transcended trend to be heralded as a mindset – perhaps the antithesis of the internet's obsession with the loud and proud 'brat summer'.

Jools' humorous approach to understated beauty is what has made 'demure' the word of the moment. It's inescapable – from Vulture and Rolling Stone breaking down the meme, to the comments section of just about every trending video at the moment featuring approximately 1,000 'very demure, very mindful' responses.

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

The trend

The demure beauty trend on TikTok is all about embracing a soft, understated elegance that exudes quiet confidence. It's a refreshing shift from bold, statement-making looks, focusing instead on natural, minimalistic makeup and soft, neutral tones

Makeup artists and enthusiasts on the platform are championing this aesthetic by highlighting dewy skin, delicate blush, and barely-there lip tints. 'Demure beauty' is about enhancing one's natural features, rather than transforming them, celebrating a timeless femininity that feels effortlessly chic. It's a nod to simplicity in a world often dominated by excess, resonating with those who find beauty in subtlety and grace.

@sullivang_ very demure ✨ #makeup #demure ♬ original sound - Jools Lebron

@_stephaniebrackett VERRYYY DEMURE 💅🏼💄 VERYYY MINDFUL 💁🏼‍♀️👩🏼‍💻✨ HAHAHA HAD TO DO IT 🤩 #verydemure #dayinmylife #makeuproutine #fypシ゚ #viral #trending #verymindful #comedy #relatable #justgirlythings #demure #lifestyle ♬ original sound - Jools Lebron

@hayleybuix Very mindful very demure makeup #makeup #makeuproutine #grwmroutine #demure ♬ original sound - Jools Lebron

@whitneymaduekeVery demure makeup!♬ original sound - Jools Lebron

@stephanieraiine stay demure ladies 😚 not me tho #makeupph #grwm #demure #beautytok ♬ original sound - Jools Lebron

How to achieve the look

Beauty brands like Glossier, Merit, and Kosas perfectly align with the demure beauty trend, offering products that emphasise a natural, glowing look. If you're looking to achieve a 'demure beauty' look, these are the products the RUSSH team would be reaching for: