The Rise of the Demure TikTok Trend: A Return to Timeless Elegance

What is the demure trend?

If you are on Tik Tok, you may have noticed the viral demure, cutesy and mindful trend that is currently blowing up. The phrases became a phenomenon on TikTok after a user named Jools Lebron began using them. So, we are here to share how you can be mindful and demure with your hair to keep up with the trends

@joolieannie #fyp #demure ♬ original sound - Jools Lebron

Demure hair typically refers to hairstyles that are modest, reserved, and understated. These styles are often simple, undone, elegant and not overly attention-seeking. For example, a sleek bun (but not too sleek), a low ponytail, or soft, loose waves could be considered demure.

Why is the demure trend blowing up?

The demure trend draws inspiration from classic aesthetics - vintage silhouettes, muted colour palettes and the kind of femininity that feels gentle but powerful. It is a trend that stands in stark contrast to the often exuberant and attention-grabbing content that dominates TikTok, offering instead a space for calm, introspection and elegance.

How is TikTok embracing the “very demure” trend?

TikTok creators are finding unique ways to incorporate the demure trend into their content. Some focus on fashion, sharing outfits that prioritise comfort and classic styles over the latest fads. Others highlight slow living, with videos that showcase daily routines filled with mindfulness and intentionality. There are also beauty tutorials that emphasise natural looks, with minimal makeup and an emphasis on enhancing rather than transforming.

How to get the demure hair look?

• OG Waver: This waver gives you loose, effortless waves, compared to the Cutie Waver which gives a more intense crimped S-wave.
• Wax Stick: The wax stick keeps your hair slick back from your face, without too much shine or glam. Keeping it cutesy but mindful.
• Blow Dry Brush: This blowout brush is your ultimate mindful hair tool. You can get a beautiful blowout that leaves your hair shiny, healthy and with airy volume. The Interchangeable Blow Dry brush gives you a lot more curl and shape, which is not as “demure”.

See some examples below of celebrities with “very demure, very cutesy and very mindful” hair:

In a world that often feels chaotic, the demure trend on TikTok is a welcome reminder that there is beauty in slowing down, in embracing quiet moments and in expressing oneself with calm confidence. It is a trend that invites us all to take a step back, breathe and appreciate the understated beauty that life has to offer.