Influencers and Brands Embracing Demure Trend

The switch from brat summer to demure fall is underway on TikTok — and quickly spreading to other platforms. The trend emerged thanks to a content creator, Jools Lebron, who encourages others to be demure and mindful in all aspects of life. Thus, DemureTok was born. It’s a shift toward modesty, mindfulness and elegance and TikTok users have tagged more than 455K posts as #demure as of Aug. 26.

 Demure means modest, reserved, or serious, but the trend is more fun and lighthearted. Creators and brands have used Jools’s sounds or interpretations of them to show silly takes on being demure. 

Jools’ demure videos went viral on TikTok for sharing her satirical skit on work etiquette and behavior. Joolie coined the term “very demure, very mindful” to describe her makeup looks and post-work habits, saying, “I don’t do too much; I’m very mindful while I’m at work.”

According to BrandGraph, our social intelligence platform, use of the hashtag demure skyrocketed in July 2024.

Influencers sharing their version of “demure” content

On social media, influencers, celebrities and brands embrace demureness. Creators of all niches have applied the demure mindset to their lifestyle, beauty, food, and other content. The beauty of the trend is that it doesn’t matter what kind of influencer or brand you are; almost anyone can share their take and join the conversation. 

Sophia Chacon, a popular TikTok user known as 2poor4prada, draws a fashion-focused audience. As an actress passionate about fashion who typically shows her street style, Sophia used the demure sound while sharing a sub with a friend. The post gained 1.6 million likes and millions of views.

Popular lifestyle influencer Emilie Kiser shared a video of herself enjoying a box of doughnuts — demurely, of course. Her typical audience of more than 2.9 million is used to her participating in popular TikTok trends and this one gained 1.5 million views and over 68.4K likes in just 18 hours of posting.

Even influencers within different social media niches, like news-centered ones, are using the sounds. UnderTheDeskNews, an account that shared news and commentary, paired Jools’ sound with a clip of Kamala Harris and garnered over 12.9 million views.

Creators with smaller audiences are also going viral. Crikey Bryan encourages her 17.5K followers to shift from “brat summer” to “demure, very mindful fall.” Crikey gained over 230.2K views on her post.

Hw are brands being demure? Patrick Ta, a cosmetics brand owned by the influencer of the same name, collaborated with Miss Demure herself, as she showed how Patrick Ta Beauty’s products are perfectly demure.  With over 1.8M followers, Patrick amassed 950.8K views on the post.

Jools also posted about the brand multiple times, including one of herself getting her foundation engraved in a demure manner.

Food-basket delivery company Edible Arrangements sent Jools a “berry demure” fruit basket, inspiring a “cutesy” video.

Celebrities like Jennifer Lopez have even jumped on board the trend to engage with her audience. Instead of using a demure sound from Jools, JLo speaks about how she mindfully drinks an orange drink out of a bottle.

According to BrandGraph, NASA had one of the demure posts with the highest engagement. The government agency posted photos of Saturn with the caption, “Very demure. Very cutesy. Very mindful.” ⁣
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It added: “See how Saturn glows even when it’s not directly in daylight? Very considerate, very approachable, very demure.⁣”
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The NFL’s Houston Texans athletes take a shot at boosting their team’s visibility very considerately. They show how they show up to work — very demure.

In perhaps our favorite example, IZEA CEO Ted Murphy demurely shows us how he gets ready for the White House Creator Economy Conference this month.