5 “Very Demure, Very Mindful” Beauty Habits

If you haven’t heard the phrase, “very demure, very mindful” at least once over the last 24 hours, just know, it’s coming. The expression has become the tagline of a new “demure” trend that is taking social media by storm. (In a considerate way, of course.)

The trend, which was popularized by content creator Jools Lebron, first began gaining traction after the video “How to be demure and modest and respectful in the workplace” went viral. The video currently has over 13 million views and almost two million likes.

“You see how I do my makeup for work?” Lebron says in the TikTok video. “Very demure. Very mindful. I don’t come to work with a green cut crease. I don’t look like a clown when I go to work. I don’t do too much; I’m very mindful while I’m at work.” Lebron says all of this in a soft-spoken, slightly monotone voice.

The creator has declared next season to be “demure fall,” and millions of people have already whipped out their iPhones, stabbed open their notes app with their pointer fingers, and started taking (cutesy) notes.

While being demure has a lot to do with a person’s attitude, it also has a lot to do with aesthetics and how they present themselves. For Lebron, it means not overdoing it, especially when it comes to makeup and hair. She now has videos titled “How to keep your hair at a demure length,” as well as “How to be demure when applying your fragrance.”

Although there are plenty of us who still plan on riding out brat summer until the very end (it’s me, I’m “us”), there are occasions when we prefer to be very demure, very mindful, very considerate. Cutesy. For those occasions, we’ve rounded up a handy list of how to be demure when it comes to things that are beauty-specific.

Keep scrolling to check them all out, feel free to screenshot and share with your friends, and remember, never lose your demurity.

French Twists: Very Demure, Very Mindful

French twists are very demure, very mindful. See how the hair is tucked up and out of the way? Very polished. Very Demure. Very mindful. See the green french pin? Very cutesy.

Colorful Manicures: Very Mindful, Very Considerate

Notice how she let’s her manicurist choose her nail art? She’s very mindful of her time. She keeps it cutesy. Very demure, very considerate.

Perfumes Made By Small Businesses: Very Demure, Very Mindful

See how she skips out on the (not very demure) Baccarat Rouge? (She says it’s because she can’t afford it, but still, very cutesy.) She’s very considerate. She’s very mindful.

Precise Makeup Application: Very Demure, Very Cutesy

See how her mouth isn’t open while she applies her mascara? Very demure. Her concealer doesn’t crease — very considerate. She uses a brush to apply her foundation — very cutesy.

Being Considerate While Shopping: Very Mindful, Very Demure

Notice how she doesn’t spritz on too much perfume? Two sprays. Very considerate. See how she throws away the testers? Very mindful. Very cutesy.

All in all, remember that all trends are all in good fun, especially this one. Choose to embrace it or choose to skip it, either way, it’s up to you.

Renee Rodriguez is a staff writer and social producer for PS. She writes across all verticals, but her main areas of expertise focus on fashion and beauty content with an emphasis on reviews and editor experiments. She also produces social content for the PS TikTok and Instagram accounts.