Why "Demure"?

What Does ‘Demure’ Mean on TikTok?

People are talking about being ‘demure’ on TikTok. It essentially means being cutesy, clean, and mindful; not messy or loud. The term has taken off thanks to TikToker Jools Lebron, who has 1.2M followers and several viral videos about the trend.

"You see how I do my makeup at work? Very demure, very mindful...I don't do too much. I'm very mindful while I'm at work. See how I look very presentable? The way that I came to the interview is the way I go to the job." -- Jools Lebron

Brat Summer: The Antithesis of Demure

The "demure" trend is a shift away from the previous "brat" aesthetic, inspired by Charli XCX's album. "Brat summer" is about embracing your messy side, with loud makeup, clubbing, and partying. Charli XCX describes it as:

“You are just that girl who is a little messy and maybe says dumb things sometimes, who feels herself but then also maybe has a breakdown but parties through it. It is honest, blunt and a little bit volatile. That’s brat.” -- Charli XCX

Kamala Harris has even been associated with "brat summer."