Social media influencer Jools Lebron's promotion of a modest, mindful aesthetic has gained massive traction, shaping current fashion and pop culture trends.
She also started of the "very demure, very mindful" trend in a single hyper-viral TikTok video.
"You see how I do my makeup at work? Very demure, very mindful," she says in the video. "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. See how I look very presentable? The way that I came to the interview is the way I go to the job."
Lebron's videos, offering advice on presenting oneself modestly in the workplace despite her heavy makeup usage, have garnered millions of views.
The trend emerged as a satirical response to the previous "Brat" summer style, with Lebron (Joolieannie), defining the term "demure" as balancing playfulness with understated humility and self-expression, emphasizing consistency in appearance.
Following virality drove "demure" to the top spot in Google searches, associating the term with coolness and mystery online, with celebrities, brands, and even NASA adopting a "demure" stance.
To achieve a "demure and mindful" makeup look, recommendations include using a foundation with SPF, a light liquid blush, a classic pink nail polish, and a hydrating lip gloss.
Autumn/winter fashion is leaning towards a timeless and polished style with ladylike elements, featuring soft neutral tones, silk, and wool, along with simple and elegant accessories.
This article was written in collaboration with Generative AI news company Alchemiq
Sources: USA Today, BBC, News.com.au, Minmote, Boston Globe, Business Insider, Newsweek, Independent, ABC News, Enfield Independent, CNET, Mashable, El Comercio, NDTV.