Hi Reader,
See how I send you weekly letters, covering the latest and greatest Marketing trends and insights? ✨Very demure, very mindful, very cutesy even✨
And if you're thinking, "Wait, what’s going on here?" then buckle up — because I’m about to spill the beans on the trend that’s shaking up the internet.
How it started
It began earlier this month when TikTok creator Jools Lebron posted a video about makeup tips. Later that same day, she shared another video on how to act demure at work. That video racked up a staggering 4 million views in under 24 hours, sparking a fun, slightly tongue-in-cheek trend.
Naturally, Jools has fully embraced the trend's virality, creating an ongoing series around the “demure” theme — offering humorous takes on how to be demure while boarding a plane, thanking hotel staff, or even ironing hair.
The “demure” IT girl has skyrocketed to fame, gaining 1.5 million new TikTok followers, over 100 million likes across her content, and landing several big brand deals. Good on her!
Why demure?
Jools says the inspiration came from her own experience of toning down her makeup for a job interview, choosing a natural look. For her, “demure” means being “mindful,” “modest,” and “considerate of oneself and others,” while presenting oneself professionally and respectfully.
"The 'demure' trend is a comedic commentary on, and a reclamation of, a historically oppressive ideal of femininity... for some trans women, this 'quiet elegance' is a form of survival.”
How it’s going
The New York Times notes, “Seemingly overnight, an adjective usually reserved for a reserved woman has become the semi-ironic word du jour on social media.”
Other creators have jumped on the trend like bees to honey, co-opting the phrase and infusing it with satire to comment on the performance of femininity.
And, of course, brands couldn’t resist getting swept up in the buzz.
From restaurant chain Chili’s to Hello Kitty, and from tech company HubSpot to Canadian clothing line Ssense — the very “demure” trend has infiltrated the marketing playbooks of brands worldwide.
Even celebrities like JLo and Kim Kardashian have leveraged the phrase to market their product lines (Delola L'Orange Spritz and Skims respectively).
But perhaps the most surprising twist? NASA and the White House have also joined in with their own takes. Kinda cutesy, but borderline cringe?
The untold side of being very demure, very mindful
Imagine if Jools hadn’t posted that first video.
Imagine if self-doubt had silenced her, and she’d held back.
Imagine if she’d simply basked in the success of those first two viral videos and stopped there.
Would this have become the global phenomenon it is today?
More importantly, would Jools have been able to fund her transition?
In her words –
“Maybe you should make the videos because one day I was playing cashier and making videos on my break and now I'm flying across country to host events and I'm going to be able to finance the rest of my transition.”
So go ahead — post that video, create that content, write your story.
You never know what it might lead to.
Ready to take the first step? Let’s hop on a call.
I’m here to help you build your personal brand and attract the right opportunities. My clients have secured incredible career opportunities, attracted VC funding, and launched their Gen AI startups — all because they invested in their personal brands.
And as for me? I’ve built a thriving business through my personal brand.
Will you?
P.S. Whenever you're ready, here are 3 more ways I can help you:
