Here’s Why People are Using the Word ‘Demure’ All of a Sudden

The word “demure” is blowing up on social media, and even celebrities are hopping on the trend.

Of course, the dictionary definition says it means reserved or modest. But thanks to beauty influencer Jools Lebron, it’s taken on a new meaning.

It all started when Jools posted a TikTok showing her “very demure” work makeup. She said, “I don’t do too much. I’m very mindful while I’m at work. A lot of you girls go to the interview looking like Marge Simpson and end up at the job like Patty and Selma—not demure.”

Jools redefined “demure” as classy, put-together, and subtly elegant. Now, stars like Khloe Kardashian, Penn Badgley, Jennifer Lopez, Lindsay Lohan, and even Joe Biden are using the term.

But not everyone’s a fan—some think the word’s being overused.

Whether you love it or not, “demure” is everywhere right now.

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

@indiewire

A very demure Penn Badgley reveals that he has wrapped filming his final episode of “You.” #indiewire #you #younetflix #pennbadgley #demure

♬ original sound – IndieWire

@ash_kholm

VERY Demure @Khloé Kardashian @Jools Lebron @Dimitri Giannetos #verydemure

♬ original sound – Ash K HOLM

@jlofan_4life

Very demure…very mindful ❤️❤️ @JLO #delolalife

♬ original sound – Jennifer Lopez fan

Cancelling the student debt of nearly 5 million Americans through various actions.

Very mindful.
Very demure. pic.twitter.com/Azg6dOHiro

— The White House (@WhiteHouse) August 16, 2024