What does "very cutesy, very demure" mean? Explaining TikTok's Latest Trend

TikTok has quickly become the birthplace of countless viral trends that sweep across social media, influencing how we dress, speak, and present ourselves online. The latest trend capturing everyone’s attention is “Very Cutesy, Very Demure.” This new wave on TikTok focuses on embracing modesty, mindfulness, and a reserved style that stands in stark contrast to the bolder, more flamboyant trends that typically dominate the platform. But what exactly does it mean to be “cutesy” and “demure” in today’s social media-driven world? And how did this seemingly understated trend rise to such prominence?

What Does Demure Mean and What Does It Mean in Slang?

Traditionally, the term “demure” is defined as being modest, reserved, or serious in behaviour, dress, or appearance. It often carries connotations of shyness or timidity, suggesting a quiet elegance. According to Merriam-Webster, demure can also imply a kind of affected modesty, where the individual is intentionally subdued to appear more restrained.

In the context of TikTok, however, the word "demure" has taken on a new, somewhat playful meaning. It’s no longer just about being modest in the conventional sense; it’s about a mindful and deliberate choice to embrace simplicity, often with a hint of irony or self-awareness. This redefined “demure” is a nod to the “clean girl” aesthetic, yet it distances itself by emphasising mindfulness and a conscious effort to “not do too much.”

What Does Cutesy Mean in This Context?

The word "cutesy" typically refers to something overly sweet, dainty, or designed to appeal in a charmingly adorable way. When paired with “demure” in this TikTok trend, “cutesy” softens the reserved nature of demurity, adding a playful and whimsical layer. The “Very Cutesy, Very Demure” trend on TikTok is about blending these two concepts to create a persona that is both adorable and consciously understated. It’s a balancing act of looking effortlessly put together while maintaining an air of innocence and sweetness.

How Did This Trend Become Popular and Who Started It?

The “Very Cutesy, Very Demure” trend can be traced back to TikTok creator Jools Lebron, whose August 2nd video showcasing her demure look for work went viral. In this video, Lebron styled her hair and makeup in a way that she described as "very demure." The understated yet deliberate look resonated with viewers, and Lebron’s subsequent videos on how to be demure in various situations further fuelled the trend.

Lebron’s August 5th video, where she discussed how to remain modest and mindful in the workplace, skyrocketed in popularity, gaining over 35 million views and solidifying her status as the face of this trend. Her content, which blends humour with practical advice on how to maintain a demure persona in a variety of settings, has inspired thousands of TikTok users to adopt the “Very Cutesy, Very Demure” aesthetic.

The trend has since spread beyond TikTok, with memes, hashtags, and even celebrities jumping on the bandwagon. The hashtag #demure saw a spike in usage, with more than 138,000 videos posted in a single week. Celebrities like Lindsay Lohan and Jamie Lee Curtis, as well as brands like Netflix, have embraced the trend, further propelling it into the mainstream.

What Is a Demure Girl?

In the context of this trend, a “demure girl” is someone who intentionally adopts a modest, mindful, and reserved persona, often with a playful twist. She embodies the balance between being sweetly charming (cutesy) and deliberately understated (demure). Unlike the bold, attention-grabbing personas that often dominate social media, the demure girl chooses to stand out by being quietly confident and effortlessly put together. She’s someone who values simplicity, elegance, and a touch of innocence in her appearance and behaviour.

A demure girl is also mindful of her actions and how they are perceived by others. Whether she’s dressing for work, attending an event, or simply going about her daily life, she’s conscious of maintaining a polished and respectable image. The trend encourages women to embrace this softer, more mindful side of themselves, without feeling the need to conform to louder or more aggressive styles.

The “Very Cutesy, Very Demure” trend is a refreshing shift in the world of social media, where the loudest voices and boldest looks often steal the spotlight. By embracing modesty, mindfulness, and a touch of cutesiness, this trend offers a new way for individuals to express themselves in a manner that is both charming and sophisticated. With its roots in TikTok and its rapid spread across other platforms, “Very Cutesy, Very Demure” is more than just a fleeting trend—it’s a cultural moment that invites us all to consider the power of subtlety and the beauty in simplicity.

As this trend continues to grow, it’s clear that the “demure girl” is here to stay, quietly redefining what it means to be fashionable in the digital age.

Shop the traditional Demure look: 

• Extra-Petite: 1.4m-1.49m / 4f 7.1"-4f 11"
• Petite: 1.5m-1.59m / 4f 11.1"-5f 2.6"