Very demure, very viral: How TikTok’s latest trend is redefining marketing

On social media, trends come and go, but every so often, one sticks in a way that reshapes the cultural landscape. That’s exactly what happened with the “Very Demure, Very Mindful” trend—TikTok’s latest craze that has taken the internet by storm and sent brands scrambling to catch up.

The birth of a trend

The phenomenon began in early August when TikTok creator Jools Lebron posted a seemingly simple video. In it, she models her “demure” workplace-friendly makeup, complete with understated eyeliner and face-framing braids. What made the video stand out wasn’t just the look—it was Lebron’s signature blend of exaggerated poise and deadpan humor as she declared, “Very demure. Very mindful.”

The video quickly gained traction, racking up over 45 million views. According to the platform’s analytics, the hashtag #demure has since been shared over 400,000 times on TikTok, and “Very demure, very mindful” has become a catchphrase you can’t escape. Whether it’s applying makeup or sipping water, Lebron transforms mundane activities into hilarious demonstrations of decorum, all while skewering societal expectations, particularly in the workplace.

A marketing goldmine

As the trend exploded, brands were quick to jump on the “demure” bandwagon. This was more than just another viral moment; it was a marketing goldmine. Brands like Netflix, Zillow, and Lyft immediately saw the potential, hiring Lebron to bring her unique flair to their campaigns.

Lyft’s collaboration video featuring Lebron on a “very demure” ride garnered over 70,000 likes across TikTok and Instagram. Netflix curated a “demure, mindful” row of shows and movies, while Zillow showcased “demure” houses in its own partnership with the influencer. Even celebrities like Kim Kardashian, Jennifer Lopez and Serena Williams have quickly embraced the “Very Demure, Very Mindful” trend, adding their own flair to the viral sensation. Lopez, for instance, showcased her “demure” side in a video where she elegantly sipped her Delola cocktail, playfully emphasizing the trend’s vibe.

Why it matters

The success of the “Very Demure, Very Mindful” trend underscores a broader shift in how brands are approaching marketing. In an era where authenticity is king, brands are increasingly looking to embed themselves in culture rather than intrude upon it. By aligning with viral trends and creators like Lebron, companies are finding new ways to resonate with consumers on a more personal level.

For Lebron, the impact of the trend has been life-changing. These videos quickly expanded her following to over two million leading to media appearances like her feature on Jimmy Kimmel Live. As she recently shared, “One day, I was playing cashier and making videos on my break, and now I’m flying across countries to host events, and I’m gonna be able to finance the rest of my transition.” Her story is a testament to the power of social media to not only create viral moments but to transform lives and careers.

The future of demurity

The trend shows no signs of slowing down. Beauty brands like Maybelline and Nars have incorporated the “demure” mantra into their marketing, while fashion retailers like Ssense are playfully captioning their clothing with phrases like “Very cutesy, very demure, very mindful.” Even tech companies like Verizon have found ways to capitalize on the moment, with Lebron lending her voice to campaigns promoting “demure” phones.

As we head into what some are calling “Demure Autumn,” it’s clear that the trend has struck a chord. It’s not just about fashion or beauty; it’s a mindset, a way of life. And as brands continue to find creative ways to tap into this movement, the “Very Demure, Very Mindful” trend is poised to leave a lasting mark on the marketing playbook.

There is no doubt that “demure” is the new “bold,” who knows what the next viral sensation will be? But for now, we’re all just trying to be a little more mindful, a little more cutesy, and—of course—very, very demure.