If you haven’t caught on yet, we’re in our “very demure, very mindful” era, thanks to TikTok creator @Joolieannie, aka Jools Lebron, who has everyone minding their manners. The trend took off days after Lebron posted a video on “How to be Demure at Work.” While the creator may have started with tongue-in-cheek advice, it’s taken off with countless users now sharing their “mindful” and “modest” approaches to just about everything. Joining in on the fun are beauty brand founders like Patrick Ta, who brilliantly invited Lebron to help launch his highly anticipated new foundation this week.
The overarching idea of the trend? Whatever you do, don’t do too much. In the beauty realm, that means reaching for products that help you create an understated look. Think minimal makeup, neutral tones, and natural finishes—nothing too statement-making. For example, as the content creator puts it: “Green cut-crease? Not demure and not mindful." Instead, a "very demure" beauty routine is all about enhancing your natural features. Here are a few products to help you get the look.
https://www.tiktok.com/@joolieannie/video/7399736793119247662?is_from_webapp=1&sender_device=pc&web_id=7325843984844621355
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Start your "demure" makeup routine by gently removing every trace of makeup with this dual-phase makeup remover. It's the perfect first step in a mindful double cleanse, infused with aloe leaf extract, Japanese green tea and glycerin extract, leaving skin hydrated and refreshed.
BUY NOW - $20
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For lips that are "very mindful," this transformative treatment offers a 3D pillow-effect for a demure yet luxurious look. Lock in hydration and soften your lips with every application, achieving a modest but noticeable plump.
BUY NOW - $68
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Embrace a no-makeup look with this universally flattering pink cream that helps you look “awake.” Made with 96 percent natural ingredients, it plumps and illuminates your skin, giving a radiant glow that looks “very presentable," as Lebron would say.
BUY NOW - $32
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This innovative eyeliner features an adjustable 360-degree applicator tip, making it easy to create a precise line without accidentally doing too much.
BUY NOW - $30
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This blush brings a cutesy pop of color with a sheer-to-medium, buildable formula that’s lightweight and cushiony. Its natural glow effect and skin-conditioning ingredients align perfectly with the considerate approach.
BUY ON MAC - $34
BUY ON NORDSTROM - $34
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This lip balm softly hydrates and smooths lips with ginseng and shea butter for a delicate, natural tint or clear finish that enhances a simple, sweet, and elegant style.
BUY NOW - $38
