In early August, Jools, known as joolieannie on TikTok, posted a 38-second video demonstrating her professional makeup look, which started the "demure" trend. "See how I do my makeup for work? Very demure, very mindful. I don't do too much. I'm very mindful while I'm at work. See how I look? Very presentable. A lot of you girls go to the interviewlooking like Marge Simpson and go to the job looking like Patty and Selma, not demure," she said in her TikTok video. The video has more than 40.4 million views. She uses the word "demure" to express her self-awareness and self-confidence as a woman. This trend has become a lifestyle and a way of life. Women are expressing how demure their life is and what it means to them. 

In a digital age, Jools has redefined demureness. Jools started a movement for lifestyle aesthetics that represent today's female. A term to say out loud and be an unapologetic person with no boundaries. She uses demure to describe her as classic, not too flashy and gives insight into her identity as a trans woman. Being "very demure and very mindful" on TikTok reflects a growing interest in creating a soft, calm, and intentional lifestyle. Women are embracing all aspects of the trend including modesty, gentleness, and a deep understanding of awareness of their actions and surroundings. This very demure and very mindful message promotes a positive outlook on life. Demonstrating modesty and being a classic woman is being demure. Due to social media, women are becoming more aware of how demure and mindful they truly are as well as more mindful of how they present themselves both online and offline.

Very demure is modest, reserved, and often shy in behavior and appearance. They tend to be soft-spoken, polite, and understated, avoiding attention and preferring a subtle, conservative style.

Very mindful is deeply aware and attentive to their thoughts, feelings, and surroundings. They practice mindfulness, which involves being present in the moment, making conscious decisions, and maintaining a balanced and thoughtful approach to life. They are often reflective, calm, and considerate of their actions. 

Combining both qualities the very demure and the very mindful can lead women to protect their peace, be respectful, and highly considerate of others, while also being self-aware and focused on living intentionally. A cultural shift toward valuing inner peace, simplicity, and a more mindful approach to life is so popular among young people. It resonates with those looking for ways to slow down and live with more intention and grace in a tough economy.

1. Demure Aesthetic

- Fashion Choices: The demure style is characterized by modest, elegant clothing, often featuring soft colours, flowing fabrics, and vintage-inspired designs. Think long skirts, blouses with delicate details, and minimalistic accessories.
- Subtle Makeup: The makeup associated with this trend is light and natural, focusing on enhancing features without overpowering them. Soft, neutral tones, light blush, and subtle lip colour are key.
- Graceful Presence: The demure aesthetic also involves a calm and graceful demeanour, with an emphasis on poise and soft, deliberate movements.

2. Mindful Living

- Intentional Choices: Mindfulness in this context means being present and thoughtful in daily actions, from what you wear to how you spend your time. It’s about making choices that align with your values and bring you peace.
- Slow Living: The trend often aligns with the principles of slow living, which involves taking time to enjoy simple pleasures, such as a quiet morning routine, reading a book, or savouring a cup of tea.
- Gratitude and Reflection: Many who embrace this trend incorporate daily practices of gratitude, journaling, and reflection to stay grounded and focused on what truly matters.

 3. Content Creation

- Calming Visuals: Videos in this trend often feature serene, aesthetically pleasing environments, like cozy bedrooms, nature scenes, or minimalist spaces. The content is designed to be soothing and visually relaxing.
- Positive Affirmations: Creators may share positive affirmations, gentle advice, or personal reflections that encourage viewers to slow down and appreciate the small moments.
- Mindful Routines: TikTok users might showcase their morning or evening routines, emphasizing slow, intentional movements and self-care practices like skin care, meditation, or gentle yoga.

4. Impact and Appeal

- Mental Health: The appeal of this trend lies in its connection to mental well-being. In a fast-paced world, being demure and mindful offers a sense of peace and control, helping people to cope with stress and anxiety.
- Authenticity: Unlike trends that emphasize flashy or extravagant lifestyles, this one celebrates authenticity, simplicity, and inner contentment. It encourages users to find joy in quiet, understated moments.

5. Participating in the Trend

- Content Creation: If you want to participate in this trend, consider creating videos that highlight your mindful practices, such as morning rituals, peaceful walks, or moments of self-reflection.
- Hashtags: Use hashtags like #Demure, #MindfulLiving, or #SlowLiving to connect with others who share similar values and aesthetics.
- Engage with the Community:** Follow creators who embody this trend, engage with their content, and share your own experiences of living mindfully and demurely.