• by Aaron Paquette , Columnist, August 22, 2024

On Aug. 5, the Internet found its newest star in the form of TikToker Jools Lebron. A trans, plus-sized beauty influencer, Lebron went viral with a video introducing "demure" into the cultural conversation. Today, that video has about 40 million views; Lebron has nearly 2 million followers; and she's teaching the world what it means to be "demure" and "mindful."

Speaking from behind the wheel of her car, about to walk into a new job, Lebron explains how she styled herself: "You see how I do my makeup for work? Very demure, very mindful…. See how I look very presentable? The way I came to the interview is the way I go to the job. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure!  I'm very modest, I'm very mindful."

These words broke the Internet and led to follow-up videos on how to be demure in a variety of situations; an appearance on late-night TV; and shoutouts from Jennifer Lopez, actor Penn Badgley and even the White House. Lebron went from working as a cashier to traveling the country and hosting events, while earning enough money to finance the remainder of her transition.

Another creator, Selyna, claims to have made the first "demure" video in 2021. The term originates from ball culture and the ballroom scene, an underground LGBTQ+ subculture documented in "Paris Is Burning" and "Pose." It's a statement about being self-aware and confident.

On Aug.19, Verizon became the first major brand to partner with Lebron, producing a collab video encouraging "girlies" to trade in their "musty diva" phones for a "demure diva" upgrade. “We don’t have a crunchy phone. We don’t do a cracked screen,” says Lebron. “I’m not typing on my phone and getting cuts on my fingers...That’s why I partner with Verizon. She keeps it elegant. She keeps it cutesy. She keeps it classy. She does red. She doesn’t do hot pink. She’s not crazy. She’s very demure.”  At press time, the video had 2.7 million views and about 170K "likes."

How can your brand be "demure"?

*Achieve more with less. The "demure" phenomenon could be a sign that the culture is shifting away from "loud and flashy" to "toned-down and quietly self-confident." Consider branding, packaging and marketing that whisper rather than scream, especially in a tough economy where conspicuous consumption might be on its way out.

*Promote a demure lifestyle. For those trying to live a more demure life, showcase how your brand can complement that lifestyle with modesty, mindfulness and self-confidence. Verizon's collab is a master class in seamlessly fitting a cultural trend without trying too hard; a variety of tech, fashion, retail and beauty brands would be wise to follow suit.

*Amplify alternative voices. It's no surprise that the latest viral star is a plus-sized, trans woman conversant in ballroom culture, following Charlie XCX's "brat summer," and the "joy" propelling Kamala Harris' presidential campaign. Listen to how Black, female and LGBTQ+ creators are commenting on the culture, and use your platform to amplify their voices.

By following this playbook, your brand can also be "very demure...very mindful."