Jools Lebron started jokingly referring to herself as demure for the way she did her makeup and deboarded planes. Now “demure” can describe almost anything on TikTok.
Traditionally, women considered “demure” behave in a way that is modest, reserved and inoffensive to the point that they’re barely visible. Jools Lebron, a makeup artist and prolific TikTok user, has appointed herself as the app’s new authority on “demure.” But her version of the term is far more expansive than the traditional definition –– being demure to Lebron extends to the makeup you wear, how you style your wig and how quickly you get up and stand in the aisle when a plane lands.
“That’s the joke!” The satire is clearest in a clip in which she asserts that she’s going to behave in a demure, mindful way while going out on the Las Vegas Strip. Her sober assertions that she’ll be back in bed by 10 p.m. are intercut with scenes of Lebron from later that night, giggling at a club and struggling to find her hotel room. Other ways to be demure, according to Lebron: Eating a little packet of StarKist tuna as a midnight snack.
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